The potential of ad networks: managing advertising campaigns

The advertising campaign is really exciting. Huge sums of money, breakthroughs in innovation, alternative media attempts and so on, all of which make us feel high and emotional. Http://www.aliyun.com/zixun/aggregation/7714.html "> online advertising is exciting because it has a good foundation for optimization, easy advertising and good results." In fact, there are many ways to use the online advertising market.

Last week, the Wall Street Journal, "Selling internet advertising space like pork belly", discussed the current online advertising problem and analyzed the next trend of the three giants, Google, Yahoo and Microsoft. This article has many wonderful pens, such as getting a lot of data around a lot of ads and making smart decisions. This ability to make decisions is based on advertisements launched by online distributors and advertisers.

Advertising network is a part of the world of online advertising, once we realize that we can put an advertisement in a number of places, we need to make these advertising platform better.

Where does the remaining stock come from?

Advertising network Life is the remaining stock, what is the residual stock mean? Officially, this is an advertising effect that publishers cannot sell. How does this advertisement affect the remaining funds? In some cases, this is mainly the job of the advertising sales department. Obviously, people who sell ad space are chasing big deals. They want to generate an RFP response for the big ad placement. Now they are looking for more opportunities to get rid of the shackles of banner ads, to build a real partnership, to bring advertisers into a world of content.

Therefore, whether the remaining stock is good or bad is not conclusive. All we can say is that it is unsold. When all this goes into the ad network, it creates a greater opportunity, because the ad network can provide some technology to let them see if the remaining stock is of greater value. The next question is where the remaining stock is, and whether it is left. Advertising technology is very good, you can determine whether advertising in a certain position. This is the power of the network, not the scale, nor the source, but the target technology.

The arrival of the vertical age

Another major change is the growth of vertical networks. That is, the ad network is based on specific content or specific topics, such as blogads mainly in the blog to provide advertising services, and travel ad receptacle for travel sites to provide advertising services.

In this way, it will determine the interests of advertisers in specific areas, identified within the specific user. Vertical search is now permeating every aspect of online life.

If advertisers simply divide ad networks into multiple advertising positions, they will follow. They will make media plans, identify partnerships, gain maximum benefit, and then add content to the network. The first thing they think about is not using the Internet.

This does make sense, and large advertising campaigns may be focused on advertising networks first. Now, consider the ad network alone, they are not only the homepage management and cooperation brand content, it is a direct response channel. Advertising networks are a way for advertisers to enter the New world, where they can manage advertising campaigns. Once buyers see the potential power of ad networks, they manage advertising activities in an effective way.

(Original: June 4, 2007; compiling: Song)