AOP Forum Looks At Ad Networks

Yesterday’s AOP forum on ‘Maximising Your Relationship With Ad Networks’ looked at the part networks will play in the future of online advertising.

There were several eminent speakers at the event, with Tim Brown, MD of the UK’s second largest ad network, Blue Lithium, arguing that portals have turned to owning networks in order to increase yield, as they have not grown as fast as other areas.

A recent report from e-consultancy forecast that UK media spend on online advertising networks will grow by 60% this year, reaching an estimated £385 million.

Brown added that he could see growth in display advertising and while, it is unlikely that this growth will come in search, it is not inconceivable that someone could ‘do a Google’ in the display market.

As more FMCG brands move online it is likely that there will be more interest in reach and frequency, and an increasing chance that a cost model based on unique users could come in to play, said Brown.

AOP: www.ukaop.org.uk