Online Advertising Shifting from Branding to Direct Response

Advertisers are increasingly turning to ad networks with their online advertising dollars, according to the New York Times. Ad networks sell display advertising across a variety of sites and can be targeted or vertical (focusing on a niche like sports or travel).

The appeal of ad networks lies in their price and improved targeting technology. Paying $4 for a highly targeted ad on a lesser-known site is garnering better results than many, generalized eyeballs seeing a $40 ad on a big site like MSN.

This should come as no surprise to seasoned search marketers. Conversions are a more important metric than clicks and ad networks enable advertisers to enact that strategy in their online campaigns.

But advertisers should buy while the getting is good. With the rising popularity of ad networks, expect prices to rise in a competitive marketplace.

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