Brad Bender published an article to in iMedia Connection entitled: “Make your Media Buy more Effective” that unfortunately gets a C+. Brad starts off real strong as he is talking to advertisers about expecting more out of publishers for the dollars you spend, but he fails to give us the practical tools or insight to empower us to do that.
Brad talks about the fact that publishers have optimization capabilities – capabilities that should make our campaigns more effective. Brad is the VP of Optimization Solutions at DoubleClick and yet he does not bother to share what those solutions are. Presumably his role is associated with DART for Publishers (DFP) which is the ad serving platform that publishers use to manage the ad serving on their web sites. SO if anyone knows what a web site is capable of doing for advertisers, Brad should know it.
Brad talks to us about sharing the objectives of a campaign with publishers with the hope that the publishers will know how to better maximize the spend we make with them. But unless our spend is significant how can we really expect that the publisher will put forth the effort. Publishers work for themselves. Their motivation is the bigger picture. Sure they will optimize your campaign performance insomuch to assert that they can get your spend on the next campaign, but is that optimal?
I think that someone like Brad is in the unique position to share his insight with us about what a publisher is actually capable of doing. Empower you as a buyer so that you can know what to ask for rather than telling you to share your needs with a publisher and see what they offer.
The only take away that you can get from this article is that it is a sellers market and therefore if you can overcome that, you get power, and power will get you results. So if smaller buyers band together to represent significant spend, they will get power in the buy – like a significant spender has. Aggregators of spend. Folks like CPA Empire and Memolink work for direct response advertisers and buy in bulk to generate leads and acquisitions. There are a lot of these bulk buyers out there. Having stronger spend power is one way to force a publisher to pay attention to your campaign. When Yahoo buys advertising; when AOL buys advertising; when American Express Buys advertising, publishers are responsive provided that the agencies that represent them know what they are asking for.
Buyer knowledge is key to a transaction. A publisher is looking to secure your business, keep your business and then preserve high value inventory for the next client and repeat the process. Optimization burns high value inventory and reduces revenue potential. So don’t expect it to be volunteered. You will have to know what you are asking for.
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