2. If you, either through an internal department or an agency, work with ad networks, are you happy with the placements your ads get through ad networks? Why or why not?

Keith Pieper, director of performance media at Universal McCann, on online campaigns for client Microsoft:
We are generally happy with ad networks. We have used almost every major network in the U.S., including Advertising.com, ValueClick, Tribal Fusion, Specific Media, 24/7 Media and Collective Media. Ad networks provide reach and are effective for retargeting, but we have found that consistency of service and cost effectiveness varies greatly between networks.

Katelyn Himes, manager of online marketing for La Quinta Inns & Suites:
Most of the networks we are working with are blind, so we do not have a strong understanding of where our ads are placed. We try to focus more on the targeting aspects rather than the sites. We generally ask for a sample site list, which usually lists the top tier sites within a given network. We do happen to see a lot of our ads throughout the web due to retargeting, and the placements typically seem to be desirable. We also monitor incoming traffic to our site, and it leads us to believe we are getting some good traction on several sites that we deem to be network traffic. We do plan on testing more open networks in the future so we can pick and choose the sites we are on. In terms of actual ad sizes available, there typically seems to be a wide variety.

Sean X Cummings, director of marketing for Ask.com:
This is a red herring question. We have a unique relationship in that we know many of the sites that our networks use. However, most networks protect their site lists from the advertiser. The important issue is to look at the performance of your various creative sizes. It's about the "mass" placements, not individuals as with a branded site. Don't pay attention if you run into a site that has a poor placement; the data of the "mass" will tell the full story. It really all depends on what type of business you are and what your goals are. Are you an acquisition-and-then-prevent-attrition model? Well, then, the conversion funnel is the most important for you. Getting users in that funnel, retargeting, converting and then loan-to-valuing on the back end. Are you instead a top-of-mind awareness model? Your measurement goals must be very different. You have to change the consumer mindset away from the ad. That is much more difficult and requires different measures. Basically the burden is on the client to develop the strategic measure that drives their business. If you deliver that strategic measure to your agency, they will find a way to get the ad networks that can optimize on it.

Valerie Constable, director of media at Kaiser Permanente:
We only use ad networks where we can use site selection because there are certain sites that would be inappropriate for health care. We're happy with the reach, which can be pretty extensive. And it's a way to get on some of the smaller sites that would be editorially appropriate but wouldn't make it on our radar.

Kyle Sherwin, media director at Sony BMG:
We are generally happy because we work with open, visible, transparent networks. We will suppress any sites or categories that we don't want to be involved with.

Correy Honza, director of internet marketing for Quiznos:
It's an intelligent and economical way of reaching consumers, and we don't have to know about each site and its traffic.

Katie McCormick, web manager at Revlon:
We're happy with the placement for Mitchum Man.

Bill Daley, senior manager, interactive marketing for Universal Orlando Resort:
We work with an agency and we are very happy with the placements. They know where we want to be and where we don't.