I’ve been thinking bout writing a blog post for a while re: where media agencies are going… and to be honest, it was just far too much effort, researching where we were; are; and potentially going, when all you really needed to do was read the latest Google Adwords Blog Post.

Display Advertising has always been available via the Google Adwords Platform – but now with the latest acquisition of Invite media, and Googles evolution of their display platform to include network offerings (re targeting, interest base targeting, CPC bidding, Cpa, freq capping, stricter buying policies etc). Technology is now commodotising the display landscape and ushering in the age of ‘Display engineers/managers’ vs Display Planners or Buyers.

• Will Display advertising becoming like search and require operators vs Planners/Buyers?
• Are Search specialists now able to compete in a display space?
• Is this a bad thing?

Yes, yes and no – Display advertising is and always will be the bread and butter of Online advertising – its the easy answer, the ‘yes’ when you should have said ‘no’ or at least worked a little harder at the end of a night… You don’t feel like you’ve achieved much or progressed as an individual but it’s done the trick…

Google’s Display Platform, or any DSP for that matter – will facilitate transparency, market lead pricing and consolidate inventory in a fragmented landscape. Display will be commodotised (this is the only natural progression, when supply is infinite), but at the same token – it will continue to underpin online campaigns and deliver the large numbers that marketers want (just at a considerably lower price point). This in turn should free up budgets and facilitate activity that creates engagement, cut through, and advocacy – We’ll just need to learn how to rationalize smaller numbers… Its what happens when you stop shouting at everyone, and starting communicating with a few….

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