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Despite the attractive benefits of buying from networks (scale, reach, cost-efficiency), issues surrounding lack of transparency and control have left many advertisers unwilling to use them out of concern for the safety of their brands. It's also easy to get caught up in the idea of networks as "high-value providers," but if you don't know exactly what you're buying into, those dollars, especially CPM dollars, could be going to waste.
Redefining how brands use networks
Casale Media's network, MediaNet, addresses these concerns directly, and it represents a different breed of ad network: one that puts quality and client control first.
We focus our efforts entirely on the types of segments that brands
want to reach, and we structure our booking options to accommodate
the ways in which brands want to reach them. Our approach is
completely open and
client-driven.
Inventory quality: Know what you're buying into
We advise brand advertisers that are considering networks to do their homework to make certain they know exactly where their ad spending is going. The mix of inventory offered across different networks can vary greatly, even when it comes from the same publisher. Networks may appear similar on the surface, but placement of the impressions that make up their inventory can be markedly different. Just as early impressions make a stronger impact, so do those placed above the Web site "fold." Impact value aside, research suggests that below-the-fold ads aren't actually seen by most users. Even the lowest CPM is wasted budget if your ads aren't viewed.
MediaNet is focused in the Internet's short tail. Our entire inventory is delivered above the fold, and more than 80 percent of our network is made up of first- and early-impression placements.
Inventory sourcing: Implications for brand safety
There is a lot of warranted concern about the origin of the inventory on networks. It is common for networks to source their inventory in part, and in some cases entirely, from third parties. This is undoubtedly the root cause of that all-too-common scenario where client ads show up in places they shouldn't.
Because our entire inventory is sourced directly, we have total control over the placement of every ad delivered on our network and the quality of environment. There are absolutely no uncertainties when a client books on MediaNet.
Controlling the content and audience mix
Casale Media recently introduced MediaNet Custom Networks, which allow advertisers to specify exactly what audience demographics they're trying to reach and what content environments their brands will appear in. We can take these parameters and create a high-index custom network of Web sites that advertisers can then review and edit before their campaigns launch.
Combining custom networks and user optimization
Without consideration for specific audience demographics, vertical categories such as "sports" are too broad to address the disparity between, for example, the market for tennis equipment and the market for college football. At the same time, niche categories are too restrictive to be effective on a large scale.
MediaNet Custom Networks are flexible. They target specific demographics while incorporating content that complements your brand and appeals to your target market. Tennis players aren't only browsing tennis sites online. They go online to consume news, search for health tips and read gossip, too.
Within your Custom Network, Optimax, the algorithms that drive MediaNet, optimizes the placement of your campaign based on interaction. This allows a campaign to go out to the market with broad assumptions and then be narrowed down to a clear set of users based on actual response to your messaging.
How Casale Media works with publishers
MediaNet combines technology and scale with control and transparency for both buyers (advertisers) and sellers (publishers). Our publishers deliver content-rich, brand-friendly environments with material that covers the broad spectrum of online publishing. Well-qualified publishers can apply online (casalemedia.com/apply) to become part of MediaNet. Once approved, publishers can be quickly set up to serve relevant, high-quality ads in key industry formats that complement (not clutter) their sites.
Quality brand advertising and total control
Supported by a widely distributed North American sales force with offices in major media markets across the U.S., Casale Media is proud to deliver first-class ads from quality brands that users know and trust. A massive roster of the world's leading international advertisers all run campaigns on Casale Media's network. Our publishers manage everything from the price of their inventory to the type of advertisers that can appear on their property, putting them in complete control of their media.
MediaNet Channels
Autos, B-to-B, Business & Finance, Casual Games, Community & Culture, Education & Careers, Family & Parenting, Food, Glamour, Health & Wellness, Home, Leisure, Movies & Television, Music & Radio, News & Portals, Shopping, Sports, Tech & Gaming, Travel.