Ad Networks: Why it’s better than ever to be a targeted content site

Jeremy Liew has written a very interesting article on Venturebeat:

A recent report by Collective Media found that:

• 66% of advertisers plan to increase their usage of ad networks in 2007
• 88% of respondents planning to use online ad networks in 2007 (up from 77% in 2006).
• 57% of respondents believed how an ad network targets audiences was the #1 differentiating factor between networks

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The WSJ recently had an excellent article on behavioral targeting that detailed Pepsi’s launch of Aquafina Alive,their new low cal vitamin enhanced water. The campaign was backed by an online campaign through Tacoda and targeted to people who had previously visited “healthy lifestyles” websites.

The result? Pepsi recorded a threefold increase in the number of people clicking on its Aquafina Alive ads compared with previous campaigns. “We’ve never been able to get to this level of granularity,” says John Vail, director of the interactive marketing group at Pepsi-Cola North America.