Home > Project Rethink > Ads Go Vertical

Ads Go Vertical

September 17th, 2008

Beet.tv talks about a new phenomena in web-based advertising networks, “they are going vertical”.

Advertising networks are fragmenting into specialized verticals like travel ad networks, women’s ad networks and gay ad networks, according to Frank Addante, serial entrepreneur and CEO of advertising technology company The Rubicon Project. The fragmentation is mimicking the way television stations split off into cable channels…

 

Permission Marketing

In 1999, renowned author and marketing “guru” Seth Godin writes about this concept in his book, “Permission Marketing”. Godin describes a change in marketing where consumers give marketers permission to read their advertisements.  We see it every day in targeted ads like Google Ad-words and ad-banners (some ad- banners).  And now, as Beet.tv mentioned, the industry itself is changing.

Innovate and be creative

Since the first radio programs of the early 1920′s, small commercial advertisements were placed in the middle of broadcasts to help pay for the program; a program that was, by all practical measures, distributed to the public for free.  Consumers understood that these commercials paid for their program, and learned to accept the occasional interruption.  Fast-forward 80-90 years and we have television programs and streaming multimedia.  Almost 100 years later and broadcasted programs still use an interrupt-based model.

Are we doing all we can?  Maybe it’s time we rethought a few things.

 

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