Study finds more brands turning to ad networks

Share this content:

The third annual Ad Network Study from ad network Collective Media, which was released today and surveyed more than 500 marketers, finds that more brand advertisers – over 70% of those queried – are adopting ad networks for their display media needs.

“The market has changed dramatically, and now brands are thinking more audience-centric rather than site-specific,” said Collective Media CEO Joe Apprendi. “Brands are buying audience using sophisticated targeting but can still ensure that the ad appears in a high-quality environment.”

The economy also has highlighted the need for better targeting to increase ROI at a lower cost for brands, said Karsten Weide, industry analyst at IDC.

“With the recession there is even more pressure to get more bang for the buck,” he said. “So what they're looking to do is get inventory that is just as high quality as on Yahoo or Microsoft but not quite as expensive. And they want high-quality demographics.”

The vast proliferation of hundreds of ad networks is recognized by advertisers as well. According to the study, 71% of respondents feel there are too many ad networks, although they understand that all are not the same and the landscape is diversified. Typically, they use only one or two networks. “Only a few matter,” said Apprendi.

Weide agrees that advertisers are looking for quality and not just random collections of inventory.
 
“This survey confirms how important it is for advertisers to have ad networks that add value beyond just aggregating inventory,” he said, adding there will “definitely” be a shakeout among ad networks over the next year. “I estimate as many as one-third could go away this year, whether they go out of business, are acquired by another company or merge. There is pressure on this segment to consolidate.”

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above