Michele Madansky presented “A Closer Look at Ad Networks For Branding Campaigns,” at PubMatic’s Ad Revenue 2009 last week.
Michele Madansky runs a media and market research consultancy specializing in online media and measurement. Her clients have included Microsoft, PubMatic, MMA, ESPN, The New York Times, Martha Stewart Living Omnimedia, GSN, VideoEgg and Technorati. She holds a Sc.B. from Brown University, and an MBA and Ph.D. from the University of Chicago’s Graduate School of Business and is a lecturer at the Haas School of Business.
During her presentation at Ad Revenue 2009, she showed how Ad Networks can be effective for branding oriented marketing campaigns. Using the fact Ad Networks today rival single publisher sites in reach (70%+ reach for each of the top 10 Ad Networks vs. only 2 publisher sites above 58% reach), Michelle leveraged three separate studies by comScore, Insight Express and Dynamic Logic to make a case that ad networks have a positive brand impact.
The studies she referenced used quantitative results with control groups to determine the brand impact of ad network buys vs. direct publisher site buys. Insight Express showed ad networks had positive brand impact, and for some areas they actually outperformed direct publisher sites. Dynamic Logic’s study showed that the top 20% of ad networks delivered better results than publisher sites while the bottom 20% of ad networks were detrimental.
Michele’s presentation, which can be viewed below, suggests that with the right key drivers in place, ad networks can be an effective channel for brand-based campaigns.
