Comments on: Why Display Will Continue to Struggle Against Traditional Media http://blog.yieldbuild.com/2009/05/07/why-display-will-continue-to-struggle-against-traditional-media/ Internet Ad Optimization Blog Sun, 20 Mar 2011 19:10:40 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: AXONomics » Mark(up)eting and (RDF)ertising http://blog.yieldbuild.com/2009/05/07/why-display-will-continue-to-struggle-against-traditional-media/comment-page-1/#comment-2048 AXONomics » Mark(up)eting and (RDF)ertising Fri, 29 May 2009 21:36:15 +0000 http://blog.yieldbuild.com/2009/05/07/why-display-will-continue-to-struggle-against-traditional-media/#comment-2048 [...] Why Display Will Continue to Struggle Against Traditional Media (yieldbuild.com) [...] [...] Why Display Will Continue to Struggle Against Traditional Media (yieldbuild.com) [...]

]]> By: Ryan Floyd http://blog.yieldbuild.com/2009/05/07/why-display-will-continue-to-struggle-against-traditional-media/comment-page-1/#comment-1946 Ryan Floyd Fri, 08 May 2009 17:12:12 +0000 http://blog.yieldbuild.com/2009/05/07/why-display-will-continue-to-struggle-against-traditional-media/#comment-1946 Paddy You make some good points. You are certainly articulating conventional wisdom with respect to advertising as content and you are right that the social networks in particular are doing some very interesting innovative things around trying to engage with their users. I certainly agree that traditional media spend can present a lot of challenges in trying to determine ROI. No disagreement there. I just don't believe that 1:1 ad dollars will shift to those "brand engagement" campaigns online. The market will grow for online but perhaps as fast or as big as the analysts believe. Paddy
You make some good points. You are certainly articulating conventional wisdom with respect to advertising as content and you are right that the social networks in particular are doing some very interesting innovative things around trying to engage with their users.

I certainly agree that traditional media spend can present a lot of challenges in trying to determine ROI. No disagreement there.

I just don’t believe that 1:1 ad dollars will shift to those “brand engagement” campaigns online. The market will grow for online but perhaps as fast or as big as the analysts believe.

]]> By: paddy http://blog.yieldbuild.com/2009/05/07/why-display-will-continue-to-struggle-against-traditional-media/comment-page-1/#comment-1942 paddy Fri, 08 May 2009 04:14:28 +0000 http://blog.yieldbuild.com/2009/05/07/why-display-will-continue-to-struggle-against-traditional-media/#comment-1942 This analysis is not accurate and it is not informed about the technology shifts that are occurring in display. Here are some counter points: - Lack of efficacy of display advertising has nothing to do with the format or the delivery vehicle. It has to do with lack of sufficient horsepower and innovation in the underlying technology platforms. - There is significant inertia and bad taste in the mouth left by the likes of DoubleClick in the early days, with pop ups and the like. These things are gone now. Rich media vendors brought an era of real branding to display, and many DR advertisers make a lot of extremely profitable usage of this channel. - Display is both a brand awareness and DR platform at the same time. No other interactive medium offers the kind of reach, or the intent extraction opportunities as display. Search is only about 10% of the user's activity, anyway. It is clear that it is going to do well, but the real technology and business opportunity is in display. - Display is far more captive than traditional media, in terms of where the user is encountering it. Traditional media is constantly subject to DVR skips and there exist no real solutions to that model. TV and Print are decent brand awareness media with no accountability, and one can't even figure out what the brand engagement/recall metrics are. Can anyone really tell me why/how their traditional media spend is effective? - Facebook and the social media platforms are poised to implement advertising as content, with the social graph being embedded into marketing for word of mouth with some creative innovation and product placement in a manner that is not offensive. They simply have not gotten around to understanding this part of the value proposition yet. - Consistently people submit that they don't want to pay for content, and they would be fine for marketers to be using their anonymous information for more relevant ads in support of content. Note - they are NOT talking about search, they are talking about display. Please do some research before going about predicting where the market is or is going to be. It appears that you are not aware of the dynamics in the display advertising market. You should perhaps talk to some advertisers and agencies before you start writing about this. Search is tapped out, affiliate space is around the edges. The big performance + brand opportunity is in display ad inventory - whether it be video, social media or just traditional online publishers. This analysis is not accurate and it is not informed about the technology shifts that are occurring in display.

Here are some counter points:

- Lack of efficacy of display advertising has nothing to do with the format or the delivery vehicle. It has to do with lack of sufficient horsepower and innovation in the underlying technology platforms.

- There is significant inertia and bad taste in the mouth left by the likes of DoubleClick in the early days, with pop ups and the like. These things are gone now. Rich media vendors brought an era of real branding to display, and many DR advertisers make a lot of extremely profitable usage of this channel.

- Display is both a brand awareness and DR platform at the same time. No other interactive medium offers the kind of reach, or the intent extraction opportunities as display. Search is only about 10% of the user’s activity, anyway. It is clear that it is going to do well, but the real technology and business opportunity is in display.

- Display is far more captive than traditional media, in terms of where the user is encountering it. Traditional media is constantly subject to DVR skips and there exist no real solutions to that model. TV and Print are decent brand awareness media with no accountability, and one can’t even figure out what the brand engagement/recall metrics are. Can anyone really tell me why/how their traditional media spend is effective?

- Facebook and the social media platforms are poised to implement advertising as content, with the social graph being embedded into marketing for word of mouth with some creative innovation and product placement in a manner that is not offensive. They simply have not gotten around to understanding this part of the value proposition yet.

- Consistently people submit that they don’t want to pay for content, and they would be fine for marketers to be using their anonymous information for more relevant ads in support of content. Note – they are NOT talking about search, they are talking about display.

Please do some research before going about predicting where the market is or is going to be. It appears that you are not aware of the dynamics in the display advertising market. You should perhaps talk to some advertisers and agencies before you start writing about this. Search is tapped out, affiliate space is around the edges. The big performance + brand opportunity is in display ad inventory – whether it be video, social media or just traditional online publishers.

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