It is becoming increasingly obvious to me that corporate buyers of digital media in Scandinavia buy media with their hearts rather than their brilliant minds. I can see no other real explanation to why companies that should be entirely focused on ROI optimization and sales, still choose to focus on “where” they expose there ads at any cost (at 10x-25x cost per thousand impressions, CPM).
Sure I understand brand building and meta effects, but it seems even with similar distribution vehicles e.g. display campaigns, better performing ad network sales are often foreseen as a realistic alternativ due to lack of strong title names (this is the heart in the equation), not to mention other digital vehicles such as affiliate networks and search campaigns (dedicated efforts).
Bottom line – there is a substantial ROI opportunity in opening up for performance networks and looking at alternative models for digital spend (cost per click, cost per action). To do so successfully, key is to find a good advisor. Many major media agencies do not on a regular basis recommend network sales despite highly attractive ROI propositions.
0 responses so far ↓
There are no comments yet...Kick things off by filling out the form below.