Ahhh, online media: rushing headlong into hyper-segmentation.
As a technology-driven business this is not surprising, since it simplify follows the "if it can be done, it will be done" axiom of technology.
Which leads to the following (partial, and ever-expanding) list of choices:
| Supplier | Knowledge | Ad Type |
| Google, et. al. Paid Search | What I'm looking for | Text Display |
| DoubleClick, et. al. Ad Networks | What I'm interested in | Display |
| Federated Media, et. al. Blog Networks | What I'm interested in | "Conversations" |
| Hulu | What I watch (TV/film) | Interstitial |
| YouTube | What I watch (amateur) | In-video overlay |
| Who I am and know (professionally) | Display | |
| Who I am and know, and what I do (personally) | In-newsfeed |
Of course, what you buy still largely depends on marketing objective, but do we really know enough about how our current spend is doing to to move our pile of chips forward to the next thing?
Wrong question. As long as offerings are advancing, the competition is taking a look at what to do with those offerings.
Market segment share (or, in this case "share of voice") is won and lost in transitions. Welcome to the digital marketing treadmill...
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