Lotame

The time is now for banner ad Innovation, all the signs are in the air. Publisher’s - if advertising revenue is your model, you need to get in front of the coming groundswell of marketers demanding more effective ad units.

Here are just some of the signs that this age of banner innovation is happening now:

3 weekes ago I interviewed Dave Shen on our Radio show, the Remix. Dave was the first GUI designer for Yahoo! (GUI stands for Graphical User Interface.) The conversation quickly turned to how today looks a lot like the .Com Bubble Bursting economy of 1999-2001. In those years great strides were made in creating more value for marketers (and publishers) with banner campaigns. You can stream the whole interview from the Radio Show.

On Monday I will be speaking on a panel Wenda Harris Millard will be moderating. The topic will be “how can publishers push the envelope to create more value with display advertising.”

The Online Publishers Association (OPA) announced a new initiative designed to help stimulate a renaissance of creative advertising on the Internet that meets the needs of marketers by better integrating their messages into the fabric of the Web. That is PR speak for bigger, more integrated ad units.

Paid Content releases a story about more “Publishers Abandoning Relunctance On Homepage Takeovers”

If your a publisher my suggestion is to open your mind to possibilities. Tactically, you should be following one (or more) of these three guidelines:

Be Reactive: Stay apprised of the events as they unfold. For instance, if a competitive publisher, deploys a new ad unit / ad type / ad size, be ready to follow suit.

Get innovative: Talk with your existing advertiser base, find out what they dee as an ideal unit, which will allow you to test new units with partners that are already willing to allocate spending to those units.

Find partners: look for specific ad technology partners, or partners that aggregate new ad unit technologies together…so you can maintain or surpass the rest of the publisher playing field, without sacrificing your own capital (both in terms of fiscal reserve and development time.)

Related articles by Zemanta

• Top Online Publishers Unroll Bigger Banner Ads (marketingvox.com)
• Online Publishers Hope Bigger, Bolder Ads Can Save Display (paidcontent.org)
• Bits: Make Room for Bigger Web Ads (bits.blogs.nytimes.com)
• Online Publishers’ Solution To Falling Ad Revenues: Bigger, More Annoying Ads (techdirt.com)

Tags: Advertising, Banner, Display, Innovation, Lotame, Online Publishers Association

This entry was posted on Friday, May 29th, 2009 at 1:56 pm and is filed under Opinion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.