The world of display advertising is rapidly changing. What was previously heavily dependent on skilled negotiations and personal relationships, is now reliant on faceless technical expertise.
While big branding buys are still done in a traditional fashion, standard format and text-based direct response ads are increasingly managed using self-serve platforms. These utilise algorithmic auction models that are similar to their search engine cousins. This approach has been led by the Google Content Network, but also adapted by individual sites such as Facebook and Linkedin.
It’s no secret that Google is dominating the market for paid search advertising. While the competition is playing catch-up in search, the leader of the pack is aggressively moving into display advertising through the content network and its acquired Doubleclick platform.
The similarities of display and search advertising do however end at technicalities of the underlying systems.
While search is pull, display is still all about the push; users get the display ads pushed out to them when visiting a website, instead of requesting information through well-defined search terms. I’ve previously touched on this in an article targeting PPC pro’s that are moving into display advertising via the Facebook ad platform.
The skill and knowhow developed by a seasoned planner are still key to display campaign success. The increased technicality and micromanagement (and control) to optimise performance does however require updated tools and processes.
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RT @nilsson_magnus: Blog> Display is Not the New Search http://www.bravenewme.com/2010/03/cpc-di...
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