What is productivity?
“We are all living in the very earliest days of the greatest creative revolution in advertising history” – Joe McCambleyHow is display media sold and bought? The product for sale is called “Advertising Inventory”. It is the supply of opportunities to display advertising in a particular medium. Publishers create a constant stream of advertising inventory that they want to sell to advertisers. The advertiser has marketing objectives that are a mix of brand marketing and direct response marketing. The agency creates ads such as animated banners, social media micro-content, or videos – and they also buy the media. The ad network is outsourced sales houses for publishers' inventory. Does online advertising work? Given the current amount of data on click-through rates, page traffic and online sales, you would think it’s easy to discern whether or not digital advertising campaigns work. However, people don’t necessarily buy even though they click, people buy stuff, but not necessarily because of an ad. Because advertisers have the numbers, they may not show the essential information. Overall spending on digital advertising speaks for itself: In 2014, growth continued at roughly the same rate (17%) as in 2013. Advertisers don’t spend money on advertising if it doesn’t work. In the late nineties, our team produced the most banner ads in Norway. Unfortunately, we had few tools to measure the results. Have you reacted to any good advertising lately?