Ad networks must learn some home truths

Harwood, Susie
February 2005
New Media Age;2/3/2005, p12
Trade Publication
This article deals with the implications of the decision of AdLink to restructure its entire sales division in Great Britain. AdLink's decision to restructure, is a response to poor planning and buying by digital media agencies, which favor big portals over advertising networks, claims the company. The online advertising network believes that media agencies have become lazy, always opting for the likes of MSN, AOL and Yahoo! rather than smaller network-represented sites because it is easier. AdLink, which represents 48 sites in Great Britain, including Autotraderco.uk and TimeOut.com, admits that it is partly the company's own fault. But managing director Donald Hamilton believes agencies tell clients that portals offer the best reach and do not educate them properly about other opportunities. Rhys Williams, associate director at MediaCom, agrees that advertising networks are sometimes neglected by media agencies, but argues that one of the reasons is that the portals have been better at adopting new, larger standard advertising formats and are often more flexible when it comes to adapting the layout of their pages. Networks will always have to go back to the individual media owners in order to agree to content changes, which arguably networks have failed to create strong enough identities for themselves.


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