Guide Sponsor - Michael James, UK MD, Adconion
There can be little doubt that online advertising has finally arrived. According to the Internet Advertising Bureau (IAB), online ad spend rose by 38% last year to 2.8bn, taking onlines market share to 15.3% of all UK marketing spend. The IAB predicts yet more double-digit growth this year, with online advertising due to overtake TV by 2009.
As the balance of power in advertising shifts online, the products available to digital marketers have become increasingly sophisticated, allowing them to pitch the right messages to the right audience at the right time.
Advertisers are increasingly recognising that audience targeting also known as behavioural targeting is a cost-effective use of their media spend, as it delivers appropriate ads to consumers when they are at their most receptive. Ad networks like Adconion Media Group are ideally placed to make the most of these opportunities, as their audience targeting tools allow marketers to make their ads more relevant, and so improve that all-important ROI.
At the same time, with the mobile web evolving and so much happening in the area of convergence, advertisers must be able to deliver consistently across a range of internet-enabled devices. As a platformagnostic ad network, Adconion has a distinct advantage over other networks, serving premium advertising content across all three screens: web, mobile and interactive TV.
Since the internet is not geographically bound, being able to serve the international needs of clients is also becoming an important component of online ad campaigns. Adconion is the only ad network to offer a global sales team that can manage clients cross-border, international campaigns. Campaigns run through this team can be launched simultaneously in all three major markets: Asia Pacific, EMEA and the Americas.
As an independent player and the UKs fifth-largest ad network in terms of reach (ComScore, March 2008), Adconion offers clients market-leading technology and a range of intelligent products so that clients can remain at the top of their game.