The deterioration of the economic situation has affected the advertising sector, but websites, far from resigning themselves, have invented a new formula to avoid losing either revenue or advertisers: increasing the space they give to advertising.
In the United States, many major portals belonging to the Online Publishing Association (OPA) have agreed to include three new ad formats in their spaces.
The idea of the sites belonging to the OPA is to bc data indonesia alternate new, larger formats so that they can be adapted to the needs of advertisers with standard sizes.
“We need to make sure we’re not competing for money in the same way as other platforms and systems,” says Mike Fogarty of Babycenter. “We need to remember the role of publishers, that they’re not just a place for marketing. We want to partner with advertisers to create more opportunities for brands.”
This strategy is in line with the ideas of many industry leaders who argue that there is no creativity left in online advertising, and with the goal of IAB CEO Randall Rothenberg, who believes that the main concern of the industry should be to improve interactivity and creativity.
“Hopefully this will allow for a deeper process of refinement to take place to reinvent this channel as a better vehicle for the brand,” Fogarty says. “Advertisers want more eye-catching stuff.