Circos Brand Karma

Official Blog of Circos

Quality is Job 1

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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.

  1. 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.”
  2. 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!

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Written by Morris

April 16, 2008 at 11:38 pm

Posted in conferences, ecpm, sem, traffic

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