Well, it's that time of year again...time for all the marekting prognosticators to begin the arduous task for predicting the future. Who am I to be left out on this annual tradition? One of the things that I think will be a focus will be the continual evolution of media, specifically how we buy and target using digital media.
eMarketer recently highlighted developments in real-time bidding and audience targeting in its “2011 Trends: Future of Ad Buys” article - one of 11 trends the research firm will highlight in an upcoming report.
This report only reinforces my belief that we’ll see a significant shift in how marketers target and purchase online ads in 2011 - some opting for leveraging real-time bidding to better target audiences, while others will leverage better data and targeting technologies to serve ads to targets as they move site-to-site.
Several of our clients have successfully leveraged real-time bidding for online ad buys in 2010, helping them to more effectively target audience segments. Real-time bidding will become more mainstream in 2011, changing the way ad networks, publishers and advertisers work.
Real-time bidding makes sense for a few reasons, but most significantly it helps advertisers buy audience instead of inventory. Rather than plan your media spend based on available inventory, you can adjust your budget allocation by bidding on impressions based on the location of the ad or the number of impressions desired (or use tracking cookies for retargeting or other segmentation).
As ad networks continue to evolve, we’re now seeing opportunities to reach audiences by targeting specific demographic groups, serving ads across multiple sites where targets traffic. Essentially, you can target audiences by demographic and have your ads served across multiple sites they may visit.
There is some debate over which approach is more effective, but by leveraging real-time analytics and insight, it’s now possible to maximize campaign performance ongoing. It’s exciting to see all the developments in display advertising heading into 2011.
There are more opportunities than ever for advertisers to more accurately (and efficiently) reach their audiences wherever they are. To learn more about how you can leverage display advertising and the developments in real-time bidding and targeting to reach your audiences, please contact one of our media subject matter experts.
Chris Thornton is Chief Marketing Officer for Definition 6.
eMarketer recently highlighted developments in real-time bidding and audience targeting in its “2011 Trends: Future of Ad Buys” article - one of 11 trends the research firm will highlight in an upcoming report.
This report only reinforces my belief that we’ll see a significant shift in how marketers target and purchase online ads in 2011 - some opting for leveraging real-time bidding to better target audiences, while others will leverage better data and targeting technologies to serve ads to targets as they move site-to-site.
Several of our clients have successfully leveraged real-time bidding for online ad buys in 2010, helping them to more effectively target audience segments. Real-time bidding will become more mainstream in 2011, changing the way ad networks, publishers and advertisers work.
Real-time bidding makes sense for a few reasons, but most significantly it helps advertisers buy audience instead of inventory. Rather than plan your media spend based on available inventory, you can adjust your budget allocation by bidding on impressions based on the location of the ad or the number of impressions desired (or use tracking cookies for retargeting or other segmentation).
As ad networks continue to evolve, we’re now seeing opportunities to reach audiences by targeting specific demographic groups, serving ads across multiple sites where targets traffic. Essentially, you can target audiences by demographic and have your ads served across multiple sites they may visit.
There is some debate over which approach is more effective, but by leveraging real-time analytics and insight, it’s now possible to maximize campaign performance ongoing. It’s exciting to see all the developments in display advertising heading into 2011.
There are more opportunities than ever for advertisers to more accurately (and efficiently) reach their audiences wherever they are. To learn more about how you can leverage display advertising and the developments in real-time bidding and targeting to reach your audiences, please contact one of our media subject matter experts.
Chris Thornton is Chief Marketing Officer for Definition 6.
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