Distinguishing unique premium ad networks and repackaged premium ad networks
There is a new category of ad network – the premium ad network – that delivers very engaged, passionate audiences on high quality sites selected by editorial experts who associate their valuable brands with the sites they associate with (see blog post). These premium ad networks address the problems of fragmentation for advertisers and publishers – efficiently bringing the highest quality, unduplicated publishers to quality, brand advertisers.
Except when they don’t.
Caveat Emptor – let the [media] buyer beware.
Most premium ad networks – like Martha’s Circle, JumpStart, MomLogic Network, Shelter Media, Hot Chalk Network, Active Athlete – genuinely build unique media communities. These media companies spend the time to understand what mid and small size publishers attract an audience compatible with their brand. They review every site invited or applying to join their networks for editorial quality and consistency. They associate their valuable brands with these sites. Networks powered by Adify even share detailed, real time reports about where campaigns are running and what’s being delivered across their transparent, premium ad network.
There are some chameleon premium ad networks – networks with interesting content that they rebrand under different names but are exactly the same inventory from multiple sellers. What’s unique about that? When premium ad networks (or vertical ad networks) expand beyond a shared community and have common, shared inventory, they lose focus and they lose distinction versus performance networks. And they cannot deliver the passionate audience of brand champions promised to advertisers.
Caveat Emptor – let the [media] buyer beware. Target your premium ad network budget towards those networks that are truly unique and deliver engaged, passionate audiences. And target your performance ad network budget as you do now. But don’t let a generic performance network masquerade as a premium ad network.