Media Buyers: Marketers to Use Ad Networks More
Some 66 percent of advertisers plan to increase their use of online ad networks this year, according to a new survey of digital media buyers and planners by ad network Collective Media, which also found that 88 percent of the respondents plan to use an ad network - up from 77 percent in 2006, writes MediaPost.
However, the majority said they were frustrated over the number of ad networks and the complexity of the marketplace. Some 62 percent of the media buyers polled said there are too many ad networks, though only 17 percent said all ad networks are pretty much alike.
The survey found that the majority - 80 percent - are using ad networks for direct marketing, while only 6 percent are using them for branding. However, 40 percent are using ad networks for both purposes.
Some 59 percent of agencies/advertisers limit their use of ad networks due to a perceived lack of editorial control, including concerns over the types of ads being used and their position, according to those polled. Moreover, 38 percent of respondents cited audience duplication because of publisher overlap as a major impediment.
Showing posts with label Media Planning. Show all posts
Showing posts with label Media Planning. Show all posts
Tuesday, April 10, 2007
Monday, March 12, 2007
Hong Kong Media Buying Service Opens New York Branch
March 8th 2007 - Adotas
China New Media Advertising, an online and print media advertising buying service based out of Hong Kong, announced the opening of its New York office today.
A limited liability company, CNMA is owned by IMS Companies.
With access to 150 websites and 75 print business publications, CNMA will provide access to its Mainland Chinese Network. Media buying services and business information to global customers and prospects are also included in CNMA’s offerings along with Chinese language translation.
“China’s population of Internet users has risen by 30 percent over the past year to 132 million, and these are just a couple of fantastic stats about this fast-growing marketplace. From day one, our network of Chinese websites can deliver up to 200 million banner impressions per day, reaching 19 million visitors to this unique website network daily,” stated CNMA president Hector Botero.
Within the 75 trade publications, B2B advertisers are allowed to purchase an entire network or select business newspapers by industry.
Botero added, “Advertisers need expert help to access China and they also need help to efficiently reach their target market. It’s virtually impossible to plan, execute and measure on-line and print advertising campaigns without a local presence and inside China knowledge.”
Maurice Johnson, who holds over 20 years of experience in international advertising, will head the New York office. “Our goal at CNMA is to provide — in China — the resources, knowledge and service that international advertiser’s need,” he said.
China New Media Advertising, an online and print media advertising buying service based out of Hong Kong, announced the opening of its New York office today.
A limited liability company, CNMA is owned by IMS Companies.
With access to 150 websites and 75 print business publications, CNMA will provide access to its Mainland Chinese Network. Media buying services and business information to global customers and prospects are also included in CNMA’s offerings along with Chinese language translation.
“China’s population of Internet users has risen by 30 percent over the past year to 132 million, and these are just a couple of fantastic stats about this fast-growing marketplace. From day one, our network of Chinese websites can deliver up to 200 million banner impressions per day, reaching 19 million visitors to this unique website network daily,” stated CNMA president Hector Botero.
Within the 75 trade publications, B2B advertisers are allowed to purchase an entire network or select business newspapers by industry.
Botero added, “Advertisers need expert help to access China and they also need help to efficiently reach their target market. It’s virtually impossible to plan, execute and measure on-line and print advertising campaigns without a local presence and inside China knowledge.”
Maurice Johnson, who holds over 20 years of experience in international advertising, will head the New York office. “Our goal at CNMA is to provide — in China — the resources, knowledge and service that international advertiser’s need,” he said.
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