b2b news - A study released this week found that, despite talk of the demise of ad networks, adoption is on the up.
According to the Adify survey, ad network adoption is up almost a quarter (24%) over the last 18 months with 69% of media planners and agencies using them as part of digital ad buys.
The top priority for online campaigns, is branding, showing evolution from when the industry first began with its direct response offerings. Of the 216 media planners, interactive marketing directors and agency executives that responded to Adify's survey, 83% allocate 50% or more of their budget to branding vs. direct response.
"The promise of getting to brand advertising is starting to actually happen," said Scott Spencer, Google's Ad Exchange product manager. "If we can go to an agency and say "replicate the Super Bowl audience one for one cheaper and easier" then we'll be there."
Vertical ad networks are increasing in popularity, with 72% of respondents now familiar with such niche services compared to 56% in 2008.
Three qualities were listed as being most important for ad networks - targeting, transparency and quality. At the other end of the scale, an ad network's creative abilities were cited the least important quality.
Adify President Russ Fradin felt the lack of importance placed on an ad network's creative ability to be worrying. "As the industry looks for better ways to engage, not just reach, their audience, brands need to focus on compelling creative that builds an ongoing conversation with consumers and placing it where consumers spend time," he said.
The top priority for online campaigns, is branding, showing evolution from when the industry first began with its direct response offerings. Of the 216 media planners, interactive marketing directors and agency executives that responded to Adify's survey, 83% allocate 50% or more of their budget to branding vs. direct response.
"The promise of getting to brand advertising is starting to actually happen," said Scott Spencer, Google's Ad Exchange product manager. "If we can go to an agency and say "replicate the Super Bowl audience one for one cheaper and easier" then we'll be there."
Vertical ad networks are increasing in popularity, with 72% of respondents now familiar with such niche services compared to 56% in 2008.
Three qualities were listed as being most important for ad networks - targeting, transparency and quality. At the other end of the scale, an ad network's creative abilities were cited the least important quality.
Adify President Russ Fradin felt the lack of importance placed on an ad network's creative ability to be worrying. "As the industry looks for better ways to engage, not just reach, their audience, brands need to focus on compelling creative that builds an ongoing conversation with consumers and placing it where consumers spend time," he said.
