No matter which way you look at it, 2008 ended on a down note for the online ad market. However, 2009 is not being viewed by all as doom and gloom. Even in a down market, online advertising will continue to evolve. We here at WidgetBucks think that 2009 will bring about some change, much of it positive, in the online advertising world, including:
- Exchanges will start to weed out arbitrage: Much like Google, exchanges will weed out those who thrive on inefficiencies. Much like Google, exchanges want to make more money and squeezing arbitrageurs is a logical next step once you’ve carved out share.
- Ad nets won't die. In fact, strong ones will gain influence: Vertical focus and inventory on sites that have high engagement will define success
- Social Media advertising and widget use will come of age: Audience targeting emerges to create viable CPC and CPM inventory where remnant ruled before and widgets will come into their own as long as they make money for publishers, create engagement for brands, and provide value for users
- Remnant display networks won’t die: Despite popular belief, networks representing remnant inventory will not go away but they will evolve. We think they will focus on performance based sales. Again it will all be about ROI.
- Targeting won't just be a media sales person’s byword any longer: Real integrated behavioral targeting/affinity/demo/channel targeting will bolster movement of offline ad dollars online.
- Kirby Winfield
Chief Revenue Officer