Online advertising

Share this article:
Online advertising
Online advertising

Banner ads and ad networks have been around since the dawn of Internet advertising, but thanks to better targeting and the ability to incorporate rich media directly into a banner, the channel is poised for a rebirth in 2010.

“I expect to see banner ads become more integrated with rich media and more interactive within the banners themselves, whether through video or social,” says Sean Cheyney, VP of marketing and business development at life insurance broker AccuQuote. “The result is going to be more innovation and better experiences for the consumer.”

Vertical ad networks will continue to grow as brands seek targeted audiences, because they possess rich data about customers. More display media buyers will focus on buying by audience.

“We're going to see a lot of growth in audience-based buying, be it psychographic, behavioral, purchase intent [or other segments] as audience profiles have gotten much deeper,” says Raj Chauhan, VP of business development at The Rubicon Project.

One of the challenges ad networks face is the FTC investigation into behavioral targeting. The industry has been pursuing self regulation and introduced their first public education campaign in late 2009 aimed at educating consumers on behavioral targeting.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Features

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Features

Brooklyn Nets Reboot a Storied Basketball Brand

Brooklyn Nets Reboot a Storied Basketball Brand

Pride. Attitude. A fresh start. You'll find them all in Brooklyn, as the National Basketball Association's Nets franchise did by moving to New York City's most populous and hippest borough.

Channels Are Out. Impact Is In.

Channels Are Out. Impact Is In.

The brands most successful with omnichannel marketing are those who think about outcomes, not channels.

All Marketing Is Direct

All Marketing Is Direct

Data-driven. Digital. Direct. These formerly distinct marketing terms are merging as real-time relevance increasingly drives customer interactions.