Joelle Gropper Kaufman from Adify is seeing the broad trend across vertical ad networks of buying audiences across topics (e.g., chic moms); regions (e.g., Sacramento) or shopping (e.g., automotive). While the popular sites drive the most traffic, Kaufman argues that it is on the “mid-tail” sites where the conversations happen. Consumers spend more time on their “passion sites” and that’s where you want to take the advertiser to connect brands and consumers.
Pulse 360‘s Jaan Janes spoke to publishers’ need to build and curate networks to increase reach, traffic and ad revenues. The idea is to reach across and develop associations across networks. In this case, Janes says relevancy and choice are critical to build associations with other networks to create new distribution outcomes. What Pulse 360 does to support this is to create the network, recruit members, provide customer service and pay members. Janes referred to Marketplaces 2010 keynoter Jon Brod and his discussion of AOL’s initiative with Patch concluding that, “Patch is a fantastic idea, curating local content. This can link all the sites in that content community. What’s needed next is someone like Adify to provide the roadmap, tools and ad network infrastructure.”
Warren Kay, Fox Audience Network, spoke to the issues of declining CPMs and lower monetization of Web sites. Kay says FAN uses a pixel on publisher sites combined with the FAN panel of uniques to tell publishers about their users leveraging shared data sources for targeting. This can help publishers see how well they are targeting audiences. They can see targeted vs. actual audiences, and modify content as necessary.
Rick Ducey is the managing director for BIA/Kelsey. He is an expert in digital media innovations, competitive strategies, new product development and new business models, including digital ecosystem collaboration strategies.
Ducey oversees the firm's consulting, research and advisory services areas. He is also the program director for BIA/Kelsey's Video Local Media advisory service. This program provides coverage and analysis of how online, mobile and broadcast video technologies, competition, shifting consumer demographics and media usage trends are driving changes in the media ecosystem and SMBs and other advertisers can be successful in the new environment. Ducey assists clients with their business planning and revenue models, strategic research, market assessment, and designing and implementing digital strategies. He is also a cofounder of SpectraRep, one of BIA�s companies, which sells a patent-pending IP-based alerting system that he co-invented.
Prior to joining BIA in 2000, Ducey was senior vice president of NAB's Research and Information Group. In this position, he was in charge of the association�s new technology assessment, audience and policy research, strategic planning and information systems, including all Internet operations, and he also developed publications and seminars.
Before joining NAB in 1983, Ducey was a faculty member in the Department of Telecommunication at Michigan State University where he taught and did research in the areas of emerging telecommunication technologies and strategic market research. He also served on the graduate management faculties of George Mason University and George Washington University in telecommunications management and the University of Maryland, where he taught strategic market management and research methodologies. Ducey was selected as the Spring 2011 Shapiro Fellow at George Washington University where he teaches entrepreneurship in new media. He has published a number of research articles and papers in these areas and serves on editorial boards of leading scholarly journals in the communications field. He has also worked at radio stations WSOQ-AM/WEZG-FM and Upstate Cablevision in North Syracuse, New York.
Ducey received his Ph.D. from Michigan State University, M.S. from Syracuse University and B.A. from the University of Massachusetts at Amherst.
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