Advertising Week with ContextWeb: Online Media Fragmentation
Not long ago, targeting audiences through portals and large sites was the answer for advertisers looking to achieve campaign goals. But with audiences increasingly migrating to their favorite, niche content sites in the Long Tail, how are advertisers coping?
Last Friday on an Advertising Week panel, a distinguished group of executives discussed the challenges of and solutions for online media fragmentation.
Panelists for “Online Media Fragmentation: Wandering Audience and What Advertisers Can Do About It” included:
- David Joseph, Executive Director, Morgan Stanley Research - moderator
- Wenda Harris Millard, Co-CEO and President of Media, Martha Stewart Living Omnimedia
- David Churbuck, Vice President, Global Web Marketing, Lenovo
- Nicole Estebanell, Partner, Group Planning Director, Neo@Ogilvy
- Jay Sears, EVP, Strategic Products and Business Development, ContextWeb, Inc. / ADSDAQ Exchange
Panelists agreed that social media and the Long Tail are presenting new opportunities for advertisers trying to reach their target users. Wenda Millard stressed that marketers need to better understand the fractionated environment in which they are targeting. She suggested that behavioral targeting alone, sprayed with no attention to context, will not be the answer.
Jay Sears of ContextWeb, Inc. / ADSDAQ Exchange added that the remnant model of ad networks, which has served advertisers well in the recent past, is enhanced by the new controls of the exchange where inventory can be premium, remnant or anything in between - the choice is in the hands of the advertising traders of the exchange.
To view video of the panel, please click below:
To download the audio of the panel (MP3 format), please click here.
For more photos of the event, click here.
-- Biff Burns
Sphere It