Display: 5 Second Impressions - Media Post
Sports Illustrated is in the spotlight this week due to a long load time, an abundance of ad network technologies, and high-speed display rotations. Agencies were unhappy as visitors experienced a one minute complete load time and 5 second advertising displays with approximately 40 various ad networks running. (Seriously, check out the site - it's bizarre right now!)
Sports Illustrated's method brought advertising agencies to question "ad-serving practices", including how long an ad needs to be displayed for the advertiser to be charged. The current practices are less than ideal for the advertiser, but also warrant future concern surrounding how this poor performance will effect the page's rankings. In other words, did these advertisers pay for what they got?
In an intervention from the senior VP at the Media Rating Council, David Gunzerath, it was determined that these details should be an "negotiation between the buyer and the seller."
But this response did not please advertisers, some who have even black listed using additional Time Inc. sites until the "unethical acts are ceased (Tim Daly, CEO Vincodo)."
Personally, while I do think it would be wise setting these restrictions in future contracts, it seems like Sports Illustrated is drastically under the industry norm of 15-30 seconds for displays. Additionally, advertisers are taken by surprise by this sudden and drastic difference in methods. Digital Marketing is still a new industry, and this is a key learning moment - however, I don't think Sports Illustrated is exhibiting proper or ethical business behavior.
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