Comments on: Display 2.0: The 2010 Odyssey

By: Bill Demas

Bill Demas — Mon, 21 Dec 2009 19:24:50 +0000

Darren,
That's an interesting idea around calling these developments Targeting 2.0. User-level targeting ("targeting 2.0") by demographic and psychographic attributes is certainly an important part of the ecosystem but it is the entirety of the transformation - display 2.0 -and not any particular component that I was referring to. And yes we are moving forward but most media-buying today is still done in a traditional fashion. I expect a tipping point to be reached in the latter half of 2010 where online media buying and targeting are done to take advantage of industry innovation, with more analytic insights, platform openness and creative thinking being embraced and executed upon.

By: Eric Porres

Eric Porres — Mon, 21 Dec 2009 17:51:35 +0000

No matter what ‘side’ of the business you’re on, it comes down to whether the decision maker (he or she who has the power to move $$$) embraces audience concentration (real people) over composition (a guess at the attainment of real people) to find people, step them through every part of the purchasing funnel, move products and services, and hopefully turn a healthy % of those people into brand ambassadors. There are still many systemic issues to solve – planning tools used by the majority of digital media decision makers aren't (yet) functionally aligned to support data and audience planning in this way, let alone the use of R/F/GRPs to align metrics with the metric archetype used across every other media for the better part of 50 years. Then there’s the more fundamental question of advertising as both art and science, or ‘gut’ and brain, which are not necessarily mutually exclusive, but depending on category, have varying sway in marketing decisions. Be that as it may, it’s a terrifically exciting time to be in “the business” and I suspect a year from now we’ll have uncovered possibilities not yet considered and just as potent by virtue of the ecosystem coming into full bloom.

Eric Porres
Chief Marketing Officer
Lotame Solutions, Inc.

By: articlecritic

articlecritic — Mon, 21 Dec 2009 16:56:35 +0000

Bill, I feel like you're regurgitating everything that everyone is already saying in the industry. Tell us *how* this change is going to come about and say something new, other than 'demand side platforms are really going to change things up, traditional ad networks are really in trouble'...blah blah blah.

By: Darren Herman

Darren Herman — Mon, 21 Dec 2009 13:59:37 +0000

As the first decade of the new millennium comes to a close, the online advertising industry is at an inflection point: We are now entering the era of Display 2.0. Forget all that old school thinking about media buying, audience targeting and the traditional roles once held by agencies, media buyers and service providers in the world of display advertising. The rules of the game are changing.

Everything you just outlined above as "forgetting about" is what the industry is moving towards. Also, is it really display 2.0 or targeting 2.0? The display unit hasn't changed except for the gaudy OPAs.