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

{"source":"https:\/\/gigaom.com\/2009\/11\/12\/419-iab-and-bain-online-pubs-need-to-give-marketers-a-triple-play-of-dr-bra\/wijax\/49e8740702c6da9341d50357217fb629","varname":"wijax_4605b4ad6ceac53dedb86b6f29627394","title_element":"header","title_class":"widget-title","title_before":"%3Cheader%20class%3D%22widget-title%22%3E","title_after":"%3C%2Fheader%3E"}