The impact of poor site choice for display advertising
Display internet advertising and the important of site choice (Kate Billinghurst)
Display Advertising needs Close Monitoring and Control to be effective – If not, it can damage brand
Brands that rely on aggregated media buying platforms to distribute their internet ads often find they lose control, it has been identified.
A new survey from the Winterberry Group shows transparency is a key issue for any firm wanting to distribute its marketing material in this way.
In some cases, the internet ads may be placed next to inappropriate content, emarketer.com stated, which in turn can have a negative impact on the perception of a product or service.
Some of the main concerns cited by marketers are the context of the ad in question and where the material is placed in the online domain.
“Anecdotally, marketers tell stories of botched campaigns, disastrous brand exposures and quick, last-minute media plan revisions,” the paper is reported as saying.
It added that by not taking the context of an internet ad into account, a firm could find itself deflecting profits.
The latest IPA/BDO Bellwether survey reveals that marketing budgets were revised upwards in quarter one of this year for the first time in ten quarters.
Around 21 per cent of the companies surveyed said they had experienced an upturn in business.
Internet Advertising Service