There’s something to be said for plastering your ads all over the Internet, and it’s not good. It’s not a cost-effective strategy, and it risks fatiguing consumers to the point that your brand gets a negative perception.
A smarter strategy is to get the right ad in front of the right person at the right time. That’s always been challenging, but the Internet creates a powerful new opportunity.
That opportunity is born out of the “free-rider” problem: Wi-Fi hotspot providers, cable providers, ISPs and other network providers have long complained about the free ride that e-tailers, content providers and other third parties get on their networks. Those providers spend a lot of money to build and operate the networks that enable those Internet-centric businesses, but they don’t get a cut of the revenue.
Targeted advertising gives network providers a way to overcome the free-rider problem. With AdVantage Networks’ Monetization Platform (AMP), providers can give advertisers access to specific segments of their customer base. AMP’s patented technology seamlessly serves advertising into a user’s web browsing experience and in the process creates a trusted online advertising marketplace for advertisers to more efficiently and effectively buy ad inventory. Here’s an example:
With AMP, network providers can offer advertisers access to specific domains, such as espn.com, or specific content categories, such as all sports or just hockey. This granularity wrings the most efficiency out of each advertising dollar and drives higher ad performance resulting in more effective ad campaigns.
This targeting doesn’t undermine the customer experience. For example, it doesn’t change a Web page’s formatting or modify any of the content. All users see is the page they wanted and an ad that’s relevant to them.
By using AMP to enable targeted advertising, network providers gain a major new revenue stream. That money helps fund upgrades so their networks can provide the capacity, speeds and geographic reach that make for a great customer experience. In the end, everyone wins: advertisers, network providers and users.
Advantage Networks Blog 