IAB And Bain: Online Pubs Need To Give Marketers A ‘Triple-Play’ Of DR, Branding And Engagement

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You don’t need a white paper to tell you that marketers aren’t satisfied with current online ad formats, but a study by the Interactive Advertising Bureau and consultant Bain & Co. may have some ways of addressing that. Advertisers want media companies to provide “a true triple-play service model,” which will include everything from direct response to awareness to high impact brand engagement, said Bain’s John Frelinghuysen, who co-authored the study. Among the advice dispensed in the study is the suggestion that publishers create different segments on their sites that would appeal to advertisers doing a branding campaign and separate ad segment for those who are looking for direct response.

Another recommendation is that publishers have to create a strong sales force to go after the more lucrative branding dollars. On top of that, sites should offer clear choices of full-service ads for brand campaigns, while also providing self-serve options as well. Many sites have already been doing a lot of this work. But there’s even more who aren’t, so the IAB hopes that by making a formal endorsement, it can get these practices more widely adopted. Release

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Gerard Broussard

Actually there's a great white paper, State of Display II, that smartly addresses all the items that online publishers need to pay attention to. Honest, to the point, and refreshingly written, author Kathryn Koegel provides an independent third-party view about what needs to happen to jump start interest in display advertising. Definitely worth a read and can be found for FREE at http://www.primaryimpact.com

Gerard Broussard

Pre-Meditated Media

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