2008 The Year of the Ad Network?
In 2007 we saw a lot of ad network purchases by the big boys. Google snapped up Double-Click, and Yahoo, AOL and WPP also purchased. This leads me to finding out what ad networks we might see emerge in 2008. The list below is some of the advertising networks i expect to see more and more of in 2008, either in the form of financing or acquisition.
The Ad Network List
Federated Media – Federate Media is a unique take on an advertising network. Most of the larger ad networks simply try to sell advertising based on shear numbers and not really taking into account the individual voice of the authors or even how much the brand of the site is worth. Focusing on brands and authors individual voices, are the areas in which Federated Media are focused. This doesnt make the site or blogger change in anyway and leverages on that to bring in higher revenues for advertising space.
Ad Toll – AdToll is the advertising network that is so simple to use and integrate with your site. AdToll is a trustworthy service that allows web site owners to generate revenue through advertising. AdToll is the link between Publishers who want to sell ads on their web sites and Advertisers who want to buy ads. The service also shows all stats from your site and even possible click thru rates for each type of banner and positioning of the banner. If you are a small publisher then AdToll has to be high on your list for ad networks.
Aductions – Aductions is the transperant ad network. I tend to call it an ad network, but it is more a marketplace, connecting advertisers with publishers. Aductions has so many options for your site as a publisher, you can select the size of the advertising you are going to sell and also if your going to sell advertising on CPM or CPC base. This platform is highly customisable on both sides of the coin (be it advertiser or publisher). This site is growing at a rapid pace so make sure you head over there early and get on the bandwagon.
Ad Roll – Ad Roll is the collective advertising network that focuses on getting publishers in the same niches to join forces and sell advertising across a group of sites instead of just one. This is a great idea as the basic principle of bargaining power comes into fruition. If your a small to medium publisher you must join this network, because it will allow you to make maximum revenues for your traffic.
BlogAds – BlogAds is a similar service to Federated Media but with a bit of a twist. BlogAds does what the name says, only provides advertising solutions to weblogs. Currently it is hard to get into their network, because the only way in is to get referred by a current publisher in the network and even then they are focus on certain niches and have certain limitations. However, this being said, this ad network is very personalised with some great blogs on their books and if you did join im sure they will maximise your revenues to its utmost extent.
Pheedo – Pheedo is the RSS advertising network of the group and it is growing steady in a market that is underutilised. Pheedo provides a simple solution for selling advertising in your RSS feeds. I have found this type of advertising totally underutilised and im sure Pheedo will always be leading the push in this market. Advertising in RSS feeds is not going to make you rich, mainly because it is hard to quantify the views and click thru thus top level advertisers arent willing to invest too much money.
Disclosures: AdToll and Aductions are currently advertisers on Crenk. I am also a consultant for Aductions.
3 Comments
You got that right! Ad networks big and small were created, bought, sold, and went to crap. I’m looking to see how many last through 2008…
@Sucker, I definitely agree 2008 will be a year of consolidation for ad networks.
@ Steven, thanks for the link love. Regarding your question, I think 2008 will be the year for companies who are bringing a highly effective fresh approach to the way we all buy and sell ad inventory.
Take a look at Aductions, Michael Kwan from Johnchow.com called it one of the most transparent ad companies yet. That’s because the Aductions Platform is a departure from the traditional ad network model where publishers do not really know how much their inventory is truly worth.
On the platform, publishers basically state how much they want for their inventory, and advertisers bid on them real time. So if you list 1k impressions at $2, you will get $2(less commissions) credited to your account when the inventory is bought by an advertiser. You can even get $3(less commission) due to bidding wars. Needless to say, all price actions are transparent and open for you to see real time.
The Platform also allows advertisers to seamlessly track the performance of every single creative within their ad campaign. Being able to track granular details of your ad campaign helps you determine which segments of your ad campaign is working from the one’s that are not. Aductions takes care of the ad serving functionalities and maintains accurate reports on all ad campaigns.
Another unique feature is the way ads are tagged. This unique tagging system enables advertisers to find ad spaces seamlessly. Meaning, you don’t need to be doing 500K impressions a month in order for your ad space to be visible.
Finally, the Aductions Platform allows you to withdraw funds as soon as an ad is served to your ad space. Yup, you don’t need to wait x amount of days or months to get your money transferred to you. And you can even sell ads on a Pay Per Day model. Something most of the other networks don’t provide.