Marketing Brainstorms, trickles and drizzles

More clarity and agreement

The below excerpt from this interview states my pov on the future of online display advertising very clearly.

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Let's talk about overall targeting. It used to be people bought media with a site-centric mentality. It was a legacy of the print planning and buying business. You looked at what sites indexed or reached your target. Today that site-centric mentality probably represents about 70% of the overall display media spending. But there really is a shift going towards this audience-centric buying methodology. Marketers and largely brand advertisers are recognizing that there are alternative ways to reach target audiences.

We believe that no matter what the overall demand for display media, there is a shift happening from site-centric buying, which is usually more expensive and the softest area of the display market. It is going from 70% to 50% very fast. A lot of that is reliable behavioral targeting, not absolutely dependent on what site you are running on.

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He calls it "site-centric mentality", I've called it "content as a proxy" but either way, the world of online display advertising is changing.

Clear reason amidst hysteria

I can't believe I found someone to agree with. Value means targeting, finding people for marketers - not hiding behind content-as-a-proxy. And a "here here" to "More of everything will be required."

Post script. More ideas about ad networks. I agree with him about brand (or demand generation) marketing being in its infancy. I don't agree with him that ad networks are a "small" part of the solution. I also think that today "Brand marketers pay a premium to be associated with premium content" (his quote) but that will change as online media figures out more how to deliver specific people (the ultimate goal of any marketing) better. But, hey - he's John Battelle and I'm, well, just some person.

Now they tell you

now that we're in the middle of it.