CReATION: Revealed: the true role of the ad network in the Internet world

<p>The growth of online media in Asia has inspired a great deal of </p><p>debate and confusion in the media industry with regards to the role of </p><p>ad networks. </p><p><BR><BR> </p><p>To understand the debate one should first grasp the current and </p><p>potential size of the market in which ad networks in Asia operate. </p><p><BR><BR> </p><p>The Internet market in Asia has demonstrated remarkable growth in the </p><p>past 12 months, and promises explosive growth in the coming few years, </p><p>both in terms of user numbers and ad revenue. </p><p><BR><BR> </p><p>According to Goldman Sachs investment research, in 1998, Asia had almost </p><p>15 million Internet users and grew to close to 20 million in 1999. This </p><p>is predicted to continue to grow 40 per cent annually, to reach 64 </p><p>million users by 2003. </p><p><BR><BR> </p><p>According to Merrill Lynch, 1998 online adspend in Asia (ex-Japan) </p><p>reached US$30 million, a figure that hit US$74 million in </p><p>1999. </p><p><BR><BR> </p><p>The same report estimates the market to surge to US$169 million </p><p>this year and reach a staggering US$1.25 billion by 2005. </p><p><BR><BR> </p><p>Clearly, the Internet will grow to such a size that ad agencies can only </p><p>ignore it at their own loss. </p><p><BR><BR> </p><p>It is in this context, one begins to understand why the online ad market </p><p>and ad networks are creating such interest and debate. </p><p><BR><BR> </p><p>The question is how to access ad networks. As a media format, the </p><p>Internet is unique in that it is truly border-less and barrier-less. </p><p><BR><BR> </p><p>As with the Internet itself, ad networks originally evolved in the USA, </p><p>where there are now literally hundreds of thousands of online sites, far </p><p>beyond the capability of any ad agency's media department to adequately </p><p>cover. </p><p><BR><BR> </p><p>Conversely, it has proven impossible for online publishers to build ad </p><p>sales forces capable of promoting their product to their full potential </p><p>market - hence the birth of the ad network. </p><p><BR><BR> </p><p>Although the same problems faced in the US by Web publishers and </p><p>advertisers are apparent in Asia, this region is a very different </p><p>market. </p><p><BR><BR> </p><p>The broad range of geographic, economic, cultural and language </p><p>differences from country to country make online media planning in Asia a </p><p>very complex and strategic process. </p><p><BR><BR> </p><p>Patchy and uneven planning, as well as a lack of familiarity with the </p><p>Internet medium, has meant that the relative strengths of many </p><p>well-known brands in traditional media have not necessarily translated </p><p>those strengths online. </p><p><BR><BR> </p><p>Addressing these complexities, the role of ad networks is to simplify </p><p>every step of online campaigns, from the initial assistance in research </p><p>and planning of campaigns, through to the strategic execution and </p><p>management of the campaign. </p><p><BR><BR> </p><p>The ad network should combine two major functions, firstly, as a media </p><p>rep and, secondly, as a technology supplier. </p><p><BR><BR> </p><p>The technology investment and specialisation that ad networks provide </p><p>means that the potentially huge task of online buying and campaign </p><p>management is greatly consolidated and simplified, saving time, money </p><p>and the large staff numbers required for an agency to attempt this work </p><p>in-house. </p><p><BR><BR> </p><p>Technology is also a large factor in online campaigns, watching and </p><p>collecting information as the campaign runs and then using that </p><p>information to improve results going forward is one thing that the </p><p>network can offer over and above direct buying. </p><p><BR><BR> </p><p>The ad network seeks to streamline the offering by filling the role of a </p><p>multi-site promoter, all managed with a common ad-server. </p><p><BR><BR> </p><p>As an ad network can represent literally hundreds of sites covering a </p><p>diverse range of content and vertical interests, ideally, part of its </p><p>service is to analyse the synergies between the network's range of sites </p><p>and then build up a map of demographic and content groupings. </p><p><BR><BR> </p><p>The huge range of options available requires dedicated, specialist </p><p>analysis. </p><p><BR><BR> </p><p>The Internet is about speed. Things on the Internet change constantly; </p><p>being on top of the best sites to use is more than the job of a </p><p>department within an agency - it requires an entire specialist </p><p>company. </p><p><BR><BR> </p><p>The Internet should not be treated as a separate media, but part of a </p><p>fully integrated media plan. </p><p><BR><BR> </p><p>In essence, the ad network is a mediator or broker, fitting between the </p><p>opportunities of the Internet and the ad agency media planner. This </p><p>service allows the media planner to build truly integrated campaigns </p><p>with TV, print, outdoor and online. </p><p><BR><BR> </p><p>To clarify any misconception, the ad network is not an ad agency and </p><p>should not act or promote itself as one. The roll of the ad network is </p><p>as a specialist strategy consultant that has the ability to execute a </p><p>campaign. </p><p><BR><BR> </p><p>To fulfil its role to its fullest, the ad network should be a specialist </p><p>advisor, independent and impartial in its relationship with both </p><p>agencies and the media owners. </p><p><BR><BR> </p><p>As with all brokers and consultants, the main reason for this being </p><p>professional objectivity. </p><p><BR><BR> </p><p>The ad agency is tasked with serving its clients by looking at the </p><p>collection of media options presented, and building the best campaign </p><p>possible, the ad network's role is to empower the agency to better </p><p>fulfil that role. </p><p><BR><BR> </p>