There are many different opinions as to which is better. There is a trend in online advertising where more and more companies are using networks.
Emarketer compares the pros and cons of each: http://www.emarketer.com/Article.aspx?R=1007310
With 31% of display adveritising budget going to networks, it is becoming more common year after year. Coming from the publisher angle, working with us directly benefits the advertiser on a few different levels:
- Placement targeting. We can match audience, intent, and advertising vehicles much better than where and when a network decides to fill our inventory.
- Accountability and Responsiveness. Your success is our success. We can adjust the particulars of a campaign in order to make sure the results are acheived.
- Longevity. Building a high value relationship, that can acheive results for advertisers over and over again can make spend and results more predictable and better as each campaign is tweaked to grow return on investment.
I'd love to hear different experiences people have had with networks and how they are better/worse.
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Kim Lloyd
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Kim Lloyd Blog
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Oct 7 2009, 01:48 PM