A New School of Thinking: 10 Trends for Marketing Campaigns

May 7th, 2010 View Comments

old school new school

[Thanks to @adexchanger for publishing the original of this post, which I'm now reblogging.]

As our industry continues to rationalize the way brands buy advertising, we’ve seen plenty of new companies and products pop up. Some provide solutions to old advertising problems, like universal frequency capping. Others deal with fresh challenges, like how to handle tens of thousands of real time bidding requests per second.

Despite the rapid pace of innovation, I think its possible to identify 10 larger trends that will continue to operate for years. Taken together they represent not just a bunch of complementary technologies and organizational challenges, but rather a new school of thought — a new way to to think about, plan, and execute marketing campaigns.

Old School New School
Buying Pages

1

 Buying Audience
Forward Markets

2

 Spot Markets
Sellside Optimizes For Both Advertiser Performance And Publisher Yields

3

 Sellside Optimizes For Publisher Yield While Buyside Optimizes For Advertiser Performance
Sellside Aggregates Audience

4

 Everyone (Sellside, Buyside, Intermediaries) Aggregates Audience
Technology Is Strategic For The Sellside And Tactical For The Buyside

5

 Technology Is Strategic For Everyone
Agencies Work To Foster Internal Collaboration Between Digital And Non-Digital Buyers

6

 Agencies Work To Foster Internal Collaboration Between Buyers Of Display And Buyers Of Site Integrations And HPTO’s
Buy Instructions And Optimization Instructions Submitted Via Email Phone & Fax

7

 Buy Instructions And Optimization Instructions Submitted Via API
Testing Cycles Of 4-12 Weeks For Brand Metrics And Media Performance

8

 Testing Cycles Of 4-12 Days For Brand Metrics And Media Performance
Agencies Allocate Dollars Manually Based On Publisher’s Reach, Brand Equity And Perceived Value

9

 Agencies Allocate Dollars Through Automation, Based On Modeling Of Projected Returns On Ad Spend
Agencies Rely On A/B Testing For Learning

10

 Agencies Use Exploratory Data Analysis For Learning, As Well As A/B Testing

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