Is Internet Advertising Passing Toddler Stage?
Like toddlers just figuring out how to string words into sentences, three key online areas—social media, online video, and games—are beginning to learn how to be more effective in their pursuit of advertising dollars. “The slow start is because there are no standards yet in any of these media,” wrote Jeremy Liew, MBA ’00, for VentureBeat. An advertiser can make one TV ad and run it on multiple networks, or create one print ad for several magazines. But online properties require custom ads. “All three industries need ad unit standards to be able to scale,” wrote Liew, who is a partner at Lightspeed Venture Partners in Menlo Park, Calif. “This year, standards will start to emerge in each media.
