Catalyst S+F: A Note to All Ad Networks, Call Me When You Can Answer Some Tough Questions - Cari Weisberger - MediaBizBloggers

As all of you in the media planning and buying space know, we are "pitched" by hundreds of sites every week. Many who just are not at all relevant to our business but many that are.

I see myself being intrigued and wanting to learn more about the vast capabilities of ad networks these days. Let's face it, I am a data geek who works with a bunch of other data geeks so the more I learn about the advanced targeting capabilities that these networks have, based on real customer information, the more excited I get.

I have been a CPG marketer for years and it is of utmost importance to be able to effectively reach my core customer. That customer is someone who has bought my product in the past, bought my competitors' products or has exhibited behavior of those likely to buy my product.

Essentially, every ad network is saying they can do this but the question is who is doing it the best. I tend to first look at those companies that already have established relationships with the likes of Nielsen, Dunnhumby, IRI, etc. That is because they can attribute the effects of the online advertising I am placing in market directly to sales. But, when it comes to those that stand on their technology platforms as a means of reaching my target, I have to ask myself a few questions:

- What is the source of your data?
- How do you define a behavior?
- What makes your technology different than any other and why is it better?

The answers to these questions are critical to help determine how effective that exposure will be at meeting my client's goals and driving business forward.

I also need proof. It's not enough to just tell me you've been working with other brands in my category and they keep on renewing. Show me the money! Provide me with proof of sales lift or increase in engagement metrics.

More often than not we are sold a lot of "fluff" that doesn't hit on a marketers core needs. No one has time to waste and we need to make hard decisions to grow our brands' businesses. Share the knowledge and show me how and why what you do will work better than the rest.

Now I can only assume I am going to get a barrage of calls after this post indicating why your network is the best solution. All I ask is that you answer the questions I have posed. If you are, in fact, different from the others and more effective show me how. My goal is to find the best options to grow my clients' businesses. I know the tools are out there because I have tested many of them, but I am always seeking more innovative and effective marketing tactics. Be strategic and smart. Then we can talk about becoming partners.

Cari Weisberger is General Manager, Communications Insights at Catalyst S+F. She can be reached at cari@catalystst.com.

Read all Cari's MediaBizBloggers commentaries at The Marketing Capital Report - MediaBizBloggers.

Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger

.