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Traditional media plans to establish ad network to challenge network tycoon

March 24, 2008

Budget of ad of keep within limits of hope of traditional media company flows to Google and other Internet company, they are building their ad network to rely on with the brand.

Forbes announces Yu Benzhou, the plan is in spring begins to sell about 400 finance and economics this year kind the advertisement of rich guest. A month is counted recently inside, each big media company such as Conde Nast, Weiyakangmu, CBS also rolled out the ad network related to specific topic, attract a hope to buy more than advertiser of the advertising on a site.

Adify Corp.CEO Lu Si says, if business of newspaper, magazine, broadcast does not enter network advertisement field, they will are faced with ” with advertiser more and more irrelvant is minatory ” .

But, in the competition of the ad network that waiting for a manufacturer with Google, Yahoo, Microsoft, AOL, these media will face very great difficulty. These Internet tycoons also are in all the time outspread, spent at least 11 billion dollar to buy lesser ad network and technology, odd Microsoft casts 400 much dollars try to buy Yahoo this.

Lynda of president of branch of ad of AOL Platform A says, progress ceaselessly as our technology, our place is better and better. We can handle a large number of demand of advertiser.

Network of bilateral and patulous ad is worth Internet user more and more more time ” the flower is in ” on greatly small website. Advertiser is not willing with the website contact with of thousands of, media company and Internet portal affect ad network more to get a kind of numerous way as a kind.

Up to now, in the sale advertisement, share income respect with the partner, the ad network of portal website had scored very great success. Now, through using energy accurate advertisement puts in a technology, the wallop that the network increased these old ad to be worth advertisement domain to high price is spent — the website that these advertisement on the tradition flowed to big media company.

Because had been used to the ad that sells the channel below him line, a lot of traditional media companies are boycotted all the time join these old ad networks. The president Sara of the CondeNet of network business section of Conde Nast says, old ad network says we are good at producing content all the time, they are good at selling ad, actually we also are good at selling ad.

Other media company also established his ad network. Feburary, gannett Co, Tribune Co. , Hearst Corp. , new York Times established QuadrantOne jointly, sell their network ad. Last week 4, quadrantOne announces to already 26 companies signing up for course of study joined this one alliance.

The network operation business with bigger dimensions shows, the network with lesser dimensions cannot bring the scale that advertiser place asks.

Tai Lei of senior vice president says Yahoo on the west, the effort of media company is a feasible road, it is the first pace. He says, although company of a media can combine 10 or 20 similar rich settle or live in a strange places, discharge also cannot be compared with look of large Internet company.

Although can combine hundreds rich guest, forbes just also plans to increase business 10%-15% at first.

March the middle ten days of a month, washington Post was shut had opened business the long ad network of 16 months, because a lot of advertiser can carry the rich guest network such as large door and Blogads,acquire more low-cost option.

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Written by ITTech · Filed Under IT Magazine