Display advertising takes a leaf out of the PPC book
- September 18, 2009
- by Richard Gregory
The lines have been blurring between paid search and display advertising ever since Google launch its content network in 2003, but today’s much anticipated announcement from the Big G takes the revolution further.
Paid search has always been praised for its granularity, transparency and flexibility and this is what led to its meteoric rise as an advertising channel, with market share overtaking display advertising within a few years of its inception. However, I’ve always believed that display advertising could offer the same benefits. Unfortunately, in the early days of online advertising, most practitioners of display advertising were from the offline world and employed offline techniques for planning, buying and managing display advertising.
At Latitude we recognised early the benefit of applying the science of PPC campaign management to other online channels, such as display advertising. Over the last two years have delivered granular and targeted display campaigns through some of the new more innovative networks from the realms of search (Google Placements), social media (Facebook) and ad exchanges (AdJug).
All eyes will now be watching the growth of the Google ad-exchange to see if the auction based model for buying search pervades through the whole display advertising industry.
2 Comments
DIGITAL MARKETING MATTERS
Rob Jackson
Interesting that Google already claim to reach over 70% of the US and UK with their current content network. I wonder how much this integration will boost that figure.