Use the comments to add other lead generation MaSP companies.
Distinction between promo and lead generation companies. Promo often requires multiple registrations with advertisers before qualifying for a contest. Lead generation shares registration among many parties.
IAB and FTC working on stronger language for full disclosure, opt out for these campaigns.
Use the comments to add rich media MaSP companies to this list.
List of Microsoft AdCenter approved third-party ad providers
List of rich media networks at MediaPost.
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When technology creates massive change, new language is needed to keep up with the plethora of innovations. MaSP (marcom service provider), AdNet (advertising network), IChannel (Internet channel), and iMedia (integrated media) is our language for categorizing the innovators.
This new alphabet soup classifies other acronyms to create a framework for keeping up with the many changes in advertising and media. Without this framework, MaSPs, AdNets, IChannels, and iMedia companies have overlapping functions – causing confusion.
Quick History of Media
Advertising on media started in 4000 BC with a picture on a stone. It had limited reach.
Advertising and media expanded with the invention of printing. That occurred in the 15th century. Thus, ad-supported media is a 500 year old business.
Publishing is simple to understand. A small group can manage a publication.
Internet publishing is much more fragmented – harder to understand – but simpler for individual publishers to adopt.
Change Brings Fragmentation
Despite many acquisitions by Google, Microsoft, Time Warner, and Fox to consolidate media properties, technology innovations continue to fragment the market. The sum of the online revenues for these companies represents less than 5% of global and national advertising. Each has the cash flow to acquire many more companies.
Here is our categorization of the innovators.
IChannel (ed: The Internet is capitalized as a proper noun. Thus, we chose the capital IChannel.)
Internet Channels include developments that allow individuals or businesses to become publishers. Tools such as blogs, media sharing, and other social networking sites simplify self publishing. Server computers and networks are not needed.
Anyone can express themselves using words, photos, music, video, or other means of communication. Reporters become publishers – writing their own blog. Game publishers use Javascript or Adobe Flash to deploy games useable by anyone on the Internet. Photographers can post unlimited Flickr photos. Musicians promote themselves on Myspace. Videographers can start Youtube channels. Each is an IChannel with an audience.
Most of the tools are free of service fees – resulting in hundreds of millions of IChannels. Conversely, this trend dilutes the loyalty of the finite population to any one channel.
IChannel can be a traditional web site or any participant in hundreds of social sites.
AdNet
Internet advertising networks consolidate many IChannels and centralize the selling of advertising. Beyond CPM (cost per mille) models; CPC (cost per click) allows any publisher to earn a share of online advertising.
Services for IChannels insert text, graphical, and other ad formats – automatically allow IChannels to earn more advertising dollars with minimal work. New models are likely to change AdNet companies.
The term, AdNet, distinguishes legacy broadcast, magazine, and newspapers networks from their online cousins.
Google may be the largest AdNet, but dozens of new companies have carved new Adnets by market, geography, and need.
MaSP
Marcom service providers have created advertising tools that simplify the task for the largest ad buyers. Tools unify their purchases from many AdNets, create and serve rich media ads, optimize search keywod (SEO) purchases across many AdNets, and generate sales leads using creative strategies. MaSP simplify services for ad buyers.
iMedia
Large, integrated media companies have emerged to consolidate the most successful innovations. This includes acquiring iChannel, AdNet, and MaSP companies to expand their reach of users and advertisers.
These companies become the exit plan that motivates innovation.
Conclusion
MaSP, AdNet, IChannel, and iMedia summarize the categories of innovative companies in the new advertising economy. These terms simplify the memorization and analysis of the hundreds of innovators creating change.
Change creates fragmentation. Maturation leads to consolidation. The ad economics can be simple. This allows hard working entrepreneurs and investors to find niches and create wealth.
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
Branding
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:
Golf Channel, New York Times, Vogue, and Wall Street Journal are good examples of branded sites with a highly desirable audience demographics.
