For good or for bad, Madison Avenue takes a little bit of time to adopt new features and services en-mass. Dollars flow into ad units and products once there is a comfort level with them. Yes, sure we’ll buy the one-off sponsorship or launch that costs a couple million bucks, but beyond that, we probably won’t be back for repeat business.
But your investors and the street want and expect repeat business. Recurring revenue. Having a new ad product launch each month and getting a launch advertising sponsor each time dilutes over time.
Constantly changing your ad strategy actually hurts, IMHO. It takes time for creative and media folks to ramp up knowledge of ad unit specifications and availability – and if they are ever changing, then we do not have enough time to do each unit justice.
I agree consumers like new things. And brands like being fresh. And in this whole world of digitally delivered content, being new and fresh is the whole point.
But for a publisher or platform, please be consistent with your offerings. Don’t keep sunsetting what we’ve gotten good at buying and executing against. Introducing new ad products every 6 weeks and wondering why others are not getting adoption isn’t rocket science.
This post was in reaction to this piece re: Facebook.