Heading Towards Results in Online Advertising
Whine, whine, whine. The online ad industry is complaining that publishers and ad networks are "devaluing" the industry by moving further from display and closer to pay-per-click. This is a good thing - and it needs to get better!
Let's not forget the past 12 years of EFFORTLESS money gained from display and serving banners on a CPM basis. It was a virtual money machine! Well - like the mortgage industry - those easy profits are going away. For any business, the easy money doesn't last forever. Now they have to work for it a bit.
Clicks are certainly better than impressions - and advertisers quite simply want more for their buck. In fact, they NEED more and need to get results. Results - or response - is what this is all about. If the tables were turned, who wouldn't want to pay for results or site visits versus someone actually "viewing" a banner.
The big idea here is that the good times are perhaps over - and and the good times for advertisers are arriving. Our current real estate market mirrors this - with it now being a buyers market. But just a few years ago, sellers were making the easy money.
The only question now - is how long will it take to go from clicks as the main measurement to phone calls or orders or some type of more distinct action? This is really where the online ad market should be - and they evidently don't realize just how lucky they are.
Publishers and ad networks ‘devaluing’ online industry
http://mumbrella.com.au/publishers-and-ad-networks-devaluing-online-industry-12885
Back
Let's not forget the past 12 years of EFFORTLESS money gained from display and serving banners on a CPM basis. It was a virtual money machine! Well - like the mortgage industry - those easy profits are going away. For any business, the easy money doesn't last forever. Now they have to work for it a bit.
Clicks are certainly better than impressions - and advertisers quite simply want more for their buck. In fact, they NEED more and need to get results. Results - or response - is what this is all about. If the tables were turned, who wouldn't want to pay for results or site visits versus someone actually "viewing" a banner.
The big idea here is that the good times are perhaps over - and and the good times for advertisers are arriving. Our current real estate market mirrors this - with it now being a buyers market. But just a few years ago, sellers were making the easy money.
The only question now - is how long will it take to go from clicks as the main measurement to phone calls or orders or some type of more distinct action? This is really where the online ad market should be - and they evidently don't realize just how lucky they are.
Publishers and ad networks ‘devaluing’ online industry
http://mumbrella.com.au/publishers-and-ad-networks-devaluing-online-industry-12885
Back