This used to be Ford’s slogan, and I think couldn’t be more appropriate to describe ad trends. One of the panels at Ad:tech in San Francisco talked about the state of advertising and how it’s evolving. I found a couple of things interesting.
- Higher CPM goes to content sites that fit the advertising, not necessarily sites with the most reach. According to Scott Symond of AKQA, “tier 1 inventory is artificially high.”
- Search marketing can be used as a response and measurement tool for offline media campaigns, but current players are too stuck on PPC.
I couldn’t agree more. The driving factor behind these 2 points is that ROI/conversion accountability will be key for media buyers. Google has clearly caught on to this as they’re trying to improve the quality of their click-throughs.
Referring quality traffic to advertisers is the holy grail. By quality traffic I mean consumers who have a high likelihood of buying once they get to the advertiser’s site. Today, during a meeting with an ad agency, we were reminded that if the consumer is new, then that traffic is even of a higher value.
Seems like quality is on a lot of people’s minds these days!
Filed under: conferences, ecpm, sem, traffic , ad:tech
