The Next Big Thing in Online Advertising
The Interactive Advertising Bureau (IAB) sent out a special edition of its SmartBrief e-newsletter last week that revealed some predictions for 2008. Among them was that nearly half of those surveyed believe that video shows the greatest growth potential in 2008, followed by display (23%), mobile (18%) and search (16%). The IAB really went out on a limb and put four no-brainers in front of respondents to consider.
What about ad exchanges? Media auctions? In-text advertising? Of course, there’s Facebook’s doomed Beacon offering, which supposedly would give advertisers access to users who purchased certain products. Throughout the year, I’ve heard a lot about this stuff and we should all expect to learn even more in the new year. We all know that online advertising is highly measurable, although there also has been plenty said about the need for consistent and accurate analytics. It amazes me that before one method is proven a winner, another one is pushed out to replace it.
I always tell advertisers that success online has a lot to do with a consistent message touching people everywhere they access information. It’s the objective of the ad program -- not the medium/channel -- that will lead to a positive ROI. For publishers to succeed, a new breed of advertising sales rep must emerge thinking this way. Although the American Business Media (ABM) and Magazine Publishers of America (MPA) offer training from folks like The Laredo Group, and various other e-media sales consultants offer their own services to the industry, there’s still a long way to go.
You can help. Remind your sales reps that more than ever: ”The sale begins when the customer says yes.” Train them all you want, but until they are ready to help their clients determine campaign goals, match the right channel to their message, and prove that they have a full understanding of reports and analysis, it doesn’t really matter what The Next Big Thing will be. It may just pass you both by, while the business goes somewhere else.
Happy Holidays to you all. Thanks for reading and see you next year!