Comments on: AOL Wants To Own Display Advertising; Greitzer on Google Ad Exchange Plans; Right Media Starts Display Extension http://www.adexchanger.com/ad-exchange-news/aol-wants-to-own-display-advertising-greitzer-on-google-ad-exchange-plans-right-media-starts-display-extension/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Displayandsearch http://www.adexchanger.com/ad-exchange-news/aol-wants-to-own-display-advertising-greitzer-on-google-ad-exchange-plans-right-media-starts-display-extension/#comment-1112 Displayandsearch Mon, 20 Jul 2009 18:57:46 +0000 http://www.adexchanger.com/?p=4350#comment-1112 Re: AOL - the self-service model does not just help small, local advertisers (in fact, they may be the last to step in). The opportunity is actually the large number of medium size and large DR advertisers who are familiar with search (and may only market on search). AOL needs to drive them to test and succeed in display. To do that, AOL needs to invest in education of these advertisers as to how to correctly evaluate display performance. The WSJ article speaks of this briefly in the last sentence re: providing analytical tools to help advertisers. All the big players - Google, Yahoo, MSN, AOL - need to invest in this education. It's time to move off the studies that make the case that display works and to start educating markets as to how to do it. Re: AOL - the self-service model does not just help small, local advertisers (in fact, they may be the last to step in). The opportunity is actually the large number of medium size and large DR advertisers who are familiar with search (and may only market on search). AOL needs to drive them to test and succeed in display.

To do that, AOL needs to invest in education of these advertisers as to how to correctly evaluate display performance. The WSJ article speaks of this briefly in the last sentence re: providing analytical tools to help advertisers.

All the big players - Google, Yahoo, MSN, AOL - need to invest in this education. It's time to move off the studies that make the case that display works and to start educating markets as to how to do it.

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