Last week, I discussed how Brand advertising benefits from RTB. Very quick refresher: a $200B online display ad market (i) of which 35% has Brand KPIs and (ii) with 50% of the inventory in RTB. Big money opportunity. We’re on it: our ad platform MFP on Demand extends our full suite of…
On RTB and Brand Advertising
by Madhu Vudali
July 29th, 2011
At Brand.net, we focus on maximizing ROI for Brand advertisers. We demonstrate day in day out that tight management of the Metrics That Matter – Reach/Frequency against the target audience, and high-quality, contextually oriented media – yields outstanding offline sales ROI. Obviously, Brands need both high ROI and high volume…
(Finally) We’re Talking About the Metrics That Matter to Brands
by Elizabeth Blair
July 21st, 2011
As the CEO of the first and only company focused exclusively on online brand advertising (I chose the name Brand.net for a reason), I was delighted to see AdExchanger’s “What Are the Key Metrics for Brand Awareness Campaigns Today in an Automated Buying Environment” roundup.
It’s the right question. How…
How did they know to search for that brand?
by Andy Atherton
July 14th, 2011
Just a quick post to highlight a recent piece of research by attribution modeling company C3 Metrics (thanks AdExchanger!).
There’s more interesting detail at the link, but the headline is that in 37% of all online transactions analyzed, search on a branded term was the very last action before purchase.
That’s obviously…
Premium traction
by Andy Atherton
June 29th, 2011
There has obviously been a ton of commentary already on WPP’s recent Xaxis announcements, but I wanted to highlight one specific element of Brian Lesser’s AdExchanger Q&A on Monday that caught my eye.
Brian twice mentioned “Xaxis Premium”, saying it will “use reserve media from GroupM’s top media partners” to “allow…
Where’s the “LUMA slide” for branding?
by Andy Atherton
June 22nd, 2011
Very interesting article today from Brian Morrissey at Digiday, channeling Jeff Levick of AOL.
As Brian put it:
“The truth of the matter is much of the machinery of the programmatic buying landscape, captured in the Luma Partners slide, is dedicated to non-guaranteed inventory used for direct response advertising. Where’s the Luma…
Go Neal!
by Andy Atherton
June 10th, 2011
Some very interesting tidbits in Neal Mohan’s post on the Google blog yesterday.
First is that Google sees display inventory per user declining 25% by 2015. This is a pretty interesting prediction given the conventional “wisdom” that online ad inventory is unlimited. This hasn’t ever really been true (provided one cares about quality…
