“Focus on branding helps display…close the gap”

Just a quick post to call attention to today’s article in eMarketer.

Display will grow significantly faster than Search over the next several years, with Display well on pace to be the largest online ad segment by the end of the decade.  Maybe there’s a reason Google’s so focused on display these days.

Of particular interest is the source of the strong growth:  brand budgets moving online.  Certainly not a surprise to us and (as they say in poker) there’s plenty more behind.

This is going to be a big pot.  I love it when a plan comes together.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

4 Responses to “Focus on branding helps display…close the gap”

  1. Andy,

    I agree that display will have a huge upswing in 2011, but i believe it will be partially from the mid-market which has to-date been pretty much excluded from display because of the lack of good self-service tools. I see brand-display and performance-display both getting attention this year.

    Niel

  2. Pingback: Google launches Display Network Reserve « Brand.net

  3. Pingback: Go Neal! « Brand.net

  4. Pingback: Go Neal! « Andy's Blog

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