Differences between advertising agencies and publishers

Although interactive advertising agencies and publishers can have their own good ideas, sometimes the two have different views when working together. Unfortunately, this happens most often when you can't measure the effectiveness of a client's advertising campaign.

Advertisers will certainly think that we should be unanimous in measuring the success of advertising campaigns. You know, whether it is from the advertising optimization or from the perspective of the future media purchase, it will have a significant impact on the consensus. We really should focus on the best interests of our customers. However, both of us have our own unique attitude, and even the most impenetrable media programs will create a gap.

We can see this divergence from the way viewers get their data. Publishers offer their internal data to us, and we get different views from our own Third-party partners, such as ComScore and Nielsen/NetRatings, a marketing research firm. When the data does not match, it can help some tricky planning progress or allow some very capricious advertising agencies to negotiate with publishers.

The bigger question, however, is the way advertising agencies choose to collaborate, and the data they get from working with these publishers. Some advertising agencies use an effective ranking system to determine the potential effects of the media environment and apply it to all partner Web sites in a carpet-covered manner.

The ensuing problem arises: not all Web sites have the same effect. We use the Automotive Research website as an example. The goal of designing such a website is clear: to sell cars. The design of the Web page is stylish and is designed to incite users to gather more information. The content of the site is also to attract users to stay on the site, and in-depth study of their most interested in the car.

From a publisher's point of view, their goal is to encourage consumers to get closer to buying channels. Of course, car advertisers also want to achieve this goal. Theoretically, so should its advertising agency.

To make a typical effective rating sheet applicable to these sites, it is necessary to interfere with those synergy factors. Assume that the advertising agency's internal development of the ranking system includes the number of clicks and clicks after the action and other factors.

Another advertiser may benefit from the system because it allows his media buyers to know which sites are most likely to meet their needs, to direct visitors to their branded sites, or to increase online sales. For advertisers of that car, the value of using it to analyze a potential site purchase will only prove inappropriate.

Just as clicks are not the primary concern of car research publishers, they are also not the target of advertisers. So do you think it can assess how the system affects these thousands of personal sites by executing an ad agency that can automatically extend to all media partners?

The same applies to any site in any market, regardless of which industry it belongs to. Advertising agencies and their customers focus primarily on any action after clicking, while publishers focus on selling products. These two goals are diametrically opposed; to make matters worse, these scoring systems rarely involve capturing offline information, which is important to customers.

Some of the top publishers are very concerned about these values and are proactive in pointing out their flaws before they inadvertently cut them out of the media program. However, when we become the first person to be responsible for advertising our customers, we cannot rely entirely on their attention. If our clients do not specifically require different effective scoring systems (and different advertising ideas) for research sites and live websites, and for advertising media purchases, it's up to us to make a difference.

As with many aspects of media planning and purchase, it all boils down to the advantages and disadvantages of automation.

Of course, planning software, audience measurement tools and data services have greatly improved our ability to produce almost flawless advertising. The website user's personal data fully conforms to The advertiser's goal, the advertisement position and the advertisement unit which conforms to each advertiser target, together carries on the promotion. It will work well when the pattern is working, but it would be foolhardy to remove the human element from it and give it to the machine. In particular, these tools allow us to think around online action rather than physical sales.

There is no need for this discordant medium, and if media buyers can spend more time on each advertising campaign and expose different types of differences, the discord between the advertising agency and the Publisher will not arise. As we choose to rely more and more on advanced technology, we can consider doing something to return to the origin.

(Original: July 16, 2009; compilation: Zeng Cui)