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Feb 2, 2008

Buyers of Advertising

SMB Ad Buyers

For small businesses like web operators and retail businesses, the ad buyer is typically the owner. These companies have limited budgets and act in a thrifty manner. They are the primary users of services such as Adsense, Adbrite, and other AdNets.

Prefer coupons and click-throughs for instant gratification.

Enterprise Ad Buyers


For medium and large companies, the marcom (marketing communications) officer has responsibility for selecting ad purchases. These customers are less motivated by short term actions, and generally care about the long term value of a converted customer. Thus, marcom works with:

  • Creative professionals to deliver a positive image,
  • Branded IChannels that re-enforce a positive image,
  • And targeted audiences that match their product or service.

Golf Channel, New York Times, Vogue, and Wall Street Journal are good examples of branded sites with a highly desirable audience demographics.

why new forms of advertising are hard, Jeremy Liew, Lightspeed Venture Partners.

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