ValueClick Media News
Welcome to the inaugural issue of The Point, the official newsletter for ValueClick Media advertisers. Our goal with this publication is to provide you, our advertising partner, with information, tips, facts and company news that will inform you of new opportunities and tools to help you achieve greater performance with your online campaigns.
If there is anything you would like to read about or see in a future edition, please drop us a line at advertiser@valueclick.com.
Hot Issues:
ValueClick Media is #2 in comScore!
September comScore Media Metrix data shows that ValueClick Media has moved into the second position of the Ad Focus rankings. ValueClick Media now reaches 74% of all U.S. Internet users.
European Display Advertising Technology Upgrade
On September 12th, ValueClick Media announced the completion of its display advertising technology upgrade in Europe, creating the largest global ad network platform with expanded inventory and targeting options for advertisers, and revenue earning opportunities for publishers.
Global advertisers and agencies now have more campaign controls, including access to a larger pool of international inventory and flexibility over the combinations of options to reach their audiences, whether targeting users originating from a specific country or on sites originating from within a specific country. In addition, European advertisers benefit from the introduction of ValueClick Media's advanced optimization technology, eliminating wasted impressions and creating optimal campaign performance.
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PRODUCT UPDATES
In-stream Video Beta
Also known as pre-roll and post-roll, in-stream ads are displayed before or after a publisher's video content, providing advertisers with a highly captive audience.
Leveraging the performance and scale of the ValueClick Media network, we will soon unveil plans to create the industry's most robust video advertising network with in-stream and in-banner capabilities. If you are interested in being part of our beta or would like to receive future video product announcements, please click to learn more.
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IN THE NEWS
5 Tips for Branding with Ad Networks
iMediaConnection.com
By David Yovanno, GM ValueClick Media
For advertisers trying to build awareness and drive other brand-related initiatives, ad networks offer a valuable complement to portal and single site strategies. Today's leading ad networks offer comparable and complementary audience composition, reach and frequency, with stringent quality controls and the ability to demonstrate measurable lift in key brand metrics.
The key to successfully working with ad networks is to select a partner you can trust to protect your brand online and to form a close working relationship that takes advantage of their account management expertise and their technology, media planning, targeting and creative capabilities. The end result will be a measurable impact in the efficiency of your overall online brand marketing objectives.
Here's how to do it. View the rest of the article.
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MAXIMIZE YOUR PERFORMANCE
EFFECTIVE AD CAMPAIGNS
Creative:
The creative is the most important part of your ad campaign. In order for a user to get to your landing page, they must interact with the creative. There are two very important rules to follow when designing in-page creative:
1. Movement. Get users' attention by incorporating movement via flash or animated .gif format. This will help to reinforce the strongest points of your offer.
2. Be concise. The user needs to understand the message you are conveying. There is nothing worse than a great offer that gets lost in too much text.
Landing Page:
Once the user arrives on your landing page, your job now is to make sure that they follow through with a specified action. The biggest mistake marketers make is to bring consumers directly to their homepage.
Display is a push marketing vehicle (vs. a pull vehicle like search). Consequently you can't expect a user to have the patience to seek out information from your homepage while they are "surfing," not "searching."
This is what we recommend:
- Funnel users straight to the specific offer promoted on the banner ad and also give them the option to navigate back to your home page if they so desire.
- Be clear and concise and emphasize the most appealing parts of the offer using different fonts and colors.
- Be very light with your text use to reinforce the main points.
- Provide links to more information should the user choose to investigate before taking action.
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MEET THE TEAM
In each issue of The Point, we will interview a different member of the ValueClick Media team. This is what Christina Brown, Senior Account Manager, had to say:
Name: Christina Brown
Nickname: Brownie
Title: Senior Account Manager
How long have you been with ValueClick Media?
I recently celebrated my one year anniversary with ValueClick Media. My position originated as a Fastclick Sr. Account Manager prior to the Fastclick / ValueClick Media Integration.
Where did you work before prior to working here?
Prior to working at ValueClick Media, I was an Account Manager at Claria Corporation.
What do you like best about your job?
Managing the dynamics of each advertiser and observing growth potential of each campaign. It is amazing to be able to see a $5,000 campaign turn into a successful $100,000 campaign within a Quarter.
When bringing on a new advertiser, what aspects of their campaign do you evaluate and why?
The product offer and rate are important aspects I look at for new advertisers. The offer will entice the user to click on the creative, which will drive the campaign's back end conversions and the rate will draw the publisher's attention to increase the campaign's delivery.
What do you think leads to a successful ValueClick Media campaign?
The Sales Rep / Account Manager / Client Relationship is the key factor for a successful ValueClick Media campaign. The communication and trust between the three parties will drive the campaign's success.
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Should you have any questions pertaining to your account please contact your account manager or e-mail advertiser@valueclick.com.
For more information, please visit www.valueclickmedia.com.
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Meet The Team: 
This issue we interviewed
Christina Brown, Senior
Account Manager.
Read More.
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Upcoming Events:
ad:tech NY
November 6-8
New York, NY
iMedia Agency Summit
December 2-5
Scottsdale, AZ
Frost & Sullivan
January 21 - 24
Tempe, AZ
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Did you know:
Underutilized Ad Units
There are a few ad units ValueClick Media offers that are not being used by many advertisers on the network. Some benefits to running these ad units:
- Less competition for inventory. Since fewer advertisers run these ad units, it is more likely your ad will have a high serving priority.
- Scalability through various formats. Increase your reach on our network.
- Performance. These ad units are some of the top performing placements for many of our clients.
Below are two examples and what they can bring to your branding media plan or direct response objective:
The InVue - a floating 250x250 ad unit. The average CTR for this unit is 8.3%, the highest on our network. It also leads the network in effective cost per click, making it one of the best performance values.
The Interstitial - a full page ad that is displayed for ten seconds until it re-directs to the content of the site. Its strength is capturing the full attention of the user.
See more examples of ad units ValueClick Media supports.
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