https://bja.igloo1.com/blog/online-advertising-starts-to-come-of-age/ from BJ&A Thu, 28 Jul 2016 12:01:57 +0000 hourly 1 https://wordpress.org/?v=4.0.38 https://bja.igloo1.com/blog/online-advertising-starts-to-come-of-age/#comment-75286 Tue, 25 Nov 2014 12:33:51 +0000 http://www.bjanda.com/blog/?p=495#comment-75286 Another good post, Brian The media agencies will figure this out because the risk of not doing so is too great, and they manage risk better than everyone. Love your “dialogue of the deaf” comment. So true.

]]> https://bja.igloo1.com/blog/online-advertising-starts-to-come-of-age/#comment-75264 Tue, 25 Nov 2014 09:47:20 +0000 http://www.bjanda.com/blog/?p=495#comment-75264 I think it is important to accept that in digital display, more than in other channels, there are two very separate models. The first is a direct response model where viewability doesn’t matter as campaigns are evaluated on some form of action such as a sale. And the second is a branding model where viewability is of course very important. It is this latter model that requires more intensive planning to ensure that the inventory bought delivers the required value. In my view programmatic buying is not the way forward here although there are plenty who will disagree with me. Both models are under threat from the massive amount of malware that is now being delivered through online display advertising: managing this should be a key focus for the industry.

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