A
couple of years ago, digital advertisement seem to have gone over
rough times. It fact, it was more of a transition period of old
conventional technologies and news methods in the landscape that
disrupted the market. Now, the new traits are high on the technical
aspects of returns and are embraced by the industry. The effect is
clear and the now digital advertisement is a high flyer in the
industry. Since the new avatar of digital marketing, online video,
rich media, native advertisement and interactive banner ads have
become the common norms in the industry. This has rendered a massive
drive in the ads sphere on online inventories. Hence to buy ads,
marketers are heading towards advertisers and video producers, with
the objective to increase their online marketing returns.
The
new focus of the ads marketer place is now on display advertisement.
This form of advertisement is increasing faster than other forms of
digital ads. This has emerged as a prominent mode of digital ads
primarily due to branding objectives of campaigns. The e Marketer
report points out that branding campaigns comprises of 44% of all
digital advertising.
Ads,
especially, the video ads can be bought through various means.
Sponsorship, Run of Site, direct to publisher are some of the common
modes of ads buying. Direct to publisher mode is also termed as
Single site buying. In this method the buying agency approach
directly with the publisher and maintain one on one connection and
communication regarding price and placement of the ads. They can
negotiate on the targeted placement and advertising opportunities
throughout different websites under the publisher’s network. In
Sponsorship, the advertiser owns the website where the ad is placed
and is made available to the buyers.
Run
of Channel and Run of Site are basically about running multiple sized
ads in the website or a particular page of the website. In Run of
Channel, multiple sized advertisements are displayed on a single page
or a definite channel of the website, while Run of Site allows the
ads to be published all over the website. Custom solutions are
getting popular lately. This allows the advertisers to run creative
ads on the publisher’s network with custom solution. The portals
like MSN, Yahoo and likewise are the top publishers of ads. For
exclusive video ads YouTube can bring optimal returns, however, it is
costly.
Lately,
ads exchange is emerging as a mainstream ads buying solution. These
are the online marketplace that brings publishers and advertisers to
the common platform. These are also known as demand side platform.
They are becoming popular because the enables buyers to access
advertising solution with multiple sites through a single platform.
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