Opportunity
Brands need to use media efficiently and effectively to move hundreds of billions of dollars of product each year. According to eMarketer, consumers are spending increasing amounts of time online. This ongoing change in behavior, combined with the impact of DVRs and other new technologies, is undermining traditional branding media like TV and print. The Internet is a critical medium to reach consumers and is evolving rapidly to provide advertisers ever more compelling creative formats (e.g., rich media, video). There is no longer any question that Brand ad budgets must follow consumers online. The question is how.
Brands and agencies have a dizzying array of tools at their disposal to reach online audiences, but these solutions still focus overwhelmingly on Direct Response (DR) objectives rather than Branding objectives. It remains difficult and costly to build a Brand online. Indeed, while 33% of Direct Response advertising has moved online, only 6% of Brand spending has done the same.
Building Brand momentum online efficiently and effectively is challenging for Brand marketers and their agencies for these key reasons:
- QUALITY. Looser online editorial standards and the increasing prevalence of User Generated Content mean Brand ads run a high risk of being placed next to content that can undermine their effectiveness and damage the Brand's image and value.
- SCALE. Online advertising is truly effective if it integrates within the broader media mix and can reach target consumers at the scale required to generate material sales. Media fragmentation makes site-by-site buying inefficient. Needed reach is difficult to achieve while frequency and composition are even more difficult to control. Volatile delivery patterns make it difficult to ensure an online campaign will run in full, and in sync with offline (TV, print) media without expensive forward delivery guarantees.
- VALUE. Return on your investment is what you care about. Yet, according to the U.S. Department of Commerce, up to 95% of sales for top Brand advertising categories occur offline, so Brand advertisers must efficiently influence and measure activity that occurs at offline later that day, week or even year.
To meet all of these challenges at once, Brands need sophisticated technology for page-level quality filtering, price and volume forecasting, buy automation, delivery management and offline impact measurement.
In short, Quality, Scale and Value. Guaranteed.®
Brand.net was founded to deliver these capabilities and is the leading independent demand-side platform for Brand advertising for the world’s largest brand advertisers and media agencies.