IAB Annual Leadership Meeting 2010- Brand Sales vs. Ad Networks
A publisher has to decide:
1. All in- is it brand advertising? or
2. Are they optimizing for networks?
A media company is based on the content and the sales force. It is practically impossible to have a hybrid strategy and not lose value for your brand. Most companies work with zero partners or more than 5 partners.
86% of network impressions are brought in from the top 100 publishers. This has a direct devaluation of publisher content. If you are going to sell premium inventory, you have to know that your premium product won’t have the same value off your site. Premium sites need large units, high reach, integrated advertising products. There are a couple of ways to get reach: optimization, Tweeting, social media, possibly M&A, or aggregation.
In 2010, 25% of dollars will come from ad networks. If publishers move to optimizing for ad networks, the trend will be to reduce of most of the premium sales force.
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