Digiday 2011: Integrate digital media, brand advertising

Share this content:

Brand marketers who favor creative ads that run at scale should not believe digital media to be the domain of direct-response advertisers and ignore the channel's capabilities, said the heads of two industry trade organizations at the "Digiday Agency" event on Dec. 12 in New York.

Randall Rothenberg, president and CEO of the Interactive Advertising Bureau (IAB), said that for 16 to 17 years the types of ads that could be delivered digitally was limited, but that is no longer the case. "The [digital] medium has more creative opportunities than any preceding medium in the history of the universe," Rothenberg said. "Anyone who thinks interactive digital media doesn't present creative opportunities is wrong."

Nancy Hill, president and CEO of the American Association of Advertising Agencies (4A's), leveled partial blame for this misconception on online publishers and content providers, who most often work with media agencies as opposed to creative agencies. She said that digital media is viewed as a direct-response channel instead of a brand advertising channel because the media agencies operate on a cost-per-impressions basis. Rothenberg said the expansion of standardized digital ad formats helps to encourage more creative advertising because standardized ad formats are more scalable and digital's rich-media functionality promotes creativity.

Another obstacle in attracting brand advertisers to digital is measurement, Hill said. The model for compensation within client organizations was built around the TV model, which scores campaigns according to metrics that have been in existence for decades, she said, which restricts the willingness of marketers to test digital media and set budgetary resources for that testing.

A new compensation model will require consensus standards for measuring brand effect, Rothenberg said. "Fundamentally what you're trying to measure when you measure brand effect is the long-term increase of the premium pricing ability of a brand," he said. But in order to institute new measurement standards, the industry must achieve agreement throughout digital advertising's supply chain, the speakers said. "When it gets to digital, the different measurement companies are not willing to say what we're doing is comparable to what you're doing... The industry is getting in its own way," Hill said.

Rothernberg said achieving agreement on standard metrics is more important than creating a mythical perfect metric that can be applied to all media. "We lost sight of the fact that we just need agreement to make transactions flow," he said.


Next Article in Policy/Regulations

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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