By Chris Lee

The ‘Open Web’, which enables users to publish and share content online over multiple platforms, has changed the status quo irrevocably for advertisers. Where once they could push messages over a handful of media, such as print, radio or television, the platforms over which advertisers need to target audiences have multiplied. Also, thanks to the Open Web, consumers have found their voice, sharing their thoughts on brands, products and services over blogs and social networks.

To understand how advertisers need to a holistic approach to advertising to address the Open Web, NMK spoke to Rupert Staines, managing director of ad network RadiumOne.

Changing nature of advertising

According to Staines, advertising is built on three key variables: frequency (how many times an ad is displayed), recency (the distance between ad placements) and environment (where the ad was placed). However, the evolution of online advertising and of the Internet into a social platform has dictated that these variables are no longer solid enough foundations solely on which to pin brands’ campaigns if they want to gain the optimum return, Staines argues. So what’s changed?

“The first thing to note is that the original three variables do still apply. Campaigns do need these considerations in order to be successful, but now advertisers have to acknowledge and embrace other tenets in order to realise the full potential the Internet now offers,” he told NMK. “Firstly, there is the explosion in tablets and smartphones, which has enabled consumers to be online, all the time, and therefore able to be targeted more than ever. Next, the Internet has evolved into the Open Web. It’s no longer just used for search and gathering information. In 2011, consumers primarily use it to connect with friends and peers, sharing ideas and content.”

Staines said that this leads on to the third and perhaps most crucial new part of the equation. The sharing phenomenon has completely rewritten the rule book when it comes to online advertising.

Facebook founder Mark Zuckerberg was quoted last year as saying: “Every year we are sharing twice the amount that we shared the year before”. Therefore, Staines advices, advertisers need to look at what consumers are searching for, what they are sharing, how much they are sharing and how often, on any device, anytime. However, tracking all these elements individually and viewing them in siloes is time consuming, error prone and wholly ineffective, he said, meaning a holistic view is required.

“The good news is that we are at the stage where advertisers and agencies can use one platform to monitor all these aspects and finally view these campaigns with open eyes,” Staines told NMK. “Needless to say, being able to view campaigns in this manner will undoubtedly benefit brands, as it will allow them to understand the movements of the consumer across the virtual landscape, without infringing on their privacy.”

Staines concluded that the holistic approach creates the market trading dynamic where the ad impression is treated as the commodity and data acts as the currency traded upon.

“This enables us to unlock value, display more relevant ads at greater scale and ultimately execute more successful campaigns,” he said.