Sell Side Advertising
I was at a board meeting a couple days ago and heard about a concept called Sell Side Advertising that John Batelle and Ross Mayfied cooked up.
I was intrigued so I went digging and found the post here on John's site. It's from last August so I am late in getting to this.
Not to digress, but old posts have a lot of value, I find that close to 1/3 of my comments are coming on posts that are at least a month old and at times a year old.
Anyway, back to sell side advertising.
I only heard about this concept a couple days ago, but I am convinced that this is how the market is going to evolve.
There is a huge imbalance between the demand for pay for performance advertising and the ability to meet it right now. And the reason is that there are huge inefficiencies in the market.
Advertisers have to make choices about where they are going to run their ads (Google, Overture, FastClick, Kanoodle, WhenU, etc, etc, etc). Then these networks have to get the ads onto the sites where they will perform. Most use some form of technology to do this.
But we still have a pretty closed system where the market can't work perfectly.
There will come a time, and not so long from now, when advertisers will just post their ads, plus some data about them, and how they want them to perform, and how much they are willing to pay for leads generated by them, and the net will do the rest.
The standards need to develop but there are thousands of talented developers and entreprenuers out there who will drive this from concept to reality. And I'd like to invest with some of them who have the talent and vision to make this happen.
>There will come a time, and not so long from
>now, when advertisers will just post their
>ads, plus some data about them, and how they
>want them to perform, and how much they are
>willing to pay for leads generated by them,
>and the net will do the rest.
sounds a lot like commission junction to me.
Posted by: murray gray | January 22, 2005 at 11:55 AM
Yeah, affiliate marketers have been doing this for year. I know people who've generated millions in commission revenues just working from home with Google AdWords.
That's millions in commission revenues - gross revenues are much higher.
Google recently changed the rules for affiliates, making it harder to do this now, but the basic concept is pretty simple.
Posted by: Derek Scruggs | January 22, 2005 at 05:44 PM
We still all think of ads. Maybe ads are themselves passe in the new medium of conversation.
Hugh has promoted his friend the Bespoke Tailor.
Why would I want to continue to be bombarded with ads when my aggregator will have a commercial section of my friends who answer my need for services?
How will I buy a car in 5 years time? I will go to a few trusted sites where cars will be discussed. Then I will choose. How will I buy an appliance, IT gear now - I go to a trusted site. How will buy my food? I think that I will be able to go to trusted sites that link producers that I trust to me.
Don't we have to look more deeply?
It is so hard to break free from a pervasive mindset. With the advent of the web, we just put print online - the conventional mindset. Now that we see the value of the web, we are still thinking in terms of ads - the same old deal.
We know that they don't work very well anymore. Only 15% convert in the auto industry versus over 70% for WOM.
Posted by: Robert Paterson | January 24, 2005 at 11:11 AM
Looks like Google is doing just this:
http://www.marketingvox.com/archives/2005/01/24/google_about_to_open_up_targeting_controls_to_advertisers/
Posted by: PG | January 24, 2005 at 12:18 PM
I, too, have been observing the Internet ad market dynamic for a while now. However, I am taking it from a slightly different angle that you may also want to put on your radar -- the evolution of television advertising. Particullary as it works its way toward the same advertiser goal you wrote about.
Presently, I work with and interact with some of the technology companies that can target ads to the individual set top box, cable television advertsiting execs who must grapple with video on demand, and the predominant software buyer-side application vendor to Madison Avenue.
Your "sell side advertising" posting becomes even more interesting when it is bolted onto the side of an existing $55 billion advertising industry (US television ad market size in 2004).
I think advertisers want this, too. Here is some analysis of mine you might like:
http://www.vodscape.com/analysis/VOD-AdNetwork.html which describes how buyers of Internet advertising and buyers of television advertising are becoming one in the same.
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The big winners will be ad-bitrageurs. To understand why, read Moneyball, by Micheal Lewis.
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Posted by: stefanolagos | December 04, 2005 at 03:06 PM
Hi Fred
Had hoped we could connect in Ireland - when on you're European visits.
Anyway- i've just done a post on the subject "Widgets and Sell-side advertising" - http://www.nooked.com/2008/9/5/widgets-and-sell-side-advertising
Also covers your "feedcommerce" ideas
Appreciate your thoughts - and feedback - and hopefully we can connect sometime soon
Best Regards
Fergus
Posted by: FB | September 05, 2008 at 09:06 AM