Brand mangers have demonstrated they'll go where they can find their target audience. This year, it will be online.
Performance-based online advertising gets a lot of attention these days, and for good reason. Google, its largest purveyor and most visible champion, has grown from nowhere into a billion-dollar-a-quarter advertising behemoth in matter of just a few years. Performance-based ad networks like ValueClick, Advertising.com (acquired last year by AOL), and Fastclick have seen their revenues grow exponentially and have been all over the headlines as of late as the greater advertising world discovers the measurability, predictability, and cost-effectiveness of cost-per-click (CPC) and cost-per-action (CPA) advertising.
Performance-based online advertising growth won't slow down any time soon. It's going to be a huge year.
Big as it will be, performance-based advertising won't be this year's biggest online advertising story. The real surprise will be the growth of brand advertising online. Here's why:
What are the implications of a huge year for online brand advertising?
The big getting bigger is an old story in media. But opportunities for smaller, more flexible publishers who can deliver more value through audience composition, refined targeting, or imaginative use of new ad aps, are there. Getting and staying on besieged media buyers' radar screens will be harder, but not impossible. All the experimentation with product placement, guerilla marketing, and unusual ad units (in all media), brand mangers have demonstrated they'll go where they can find their target audience.
This year, it will be online.
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Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT