Advertise Different: Doing it yourself

So recently I read about ESPN’s decision to manage their own ad inventory and drop Yahoo’s ad service. I think this is a great example of a company that is advertising different.

I also think this is a very big deal.

Why?

Because it shows that ESPN found a way to better monetize their own content by still outsourcing the solution. They will be using a company called Quigo. (Check their Marketplace for more info)

How can a company like Quigo do a better job than Yahoo? Well, it may come down to something as simple as the percent of revenue split between Yahoo and ESPN, but who knows. It just goes to show you that even in a world that many think is dominated by Google, Yahoo, and Microsoft – a company that has a better product, service, or pricing model can make a difference.

This is also not the first big win for Quigo as their current roster includes; Cox Newspapers Inc., Net Communities (UK), Fox News, Fodors.com, and many more.

A company should not have to bring a advertising solution in house to get a better revenue split or get a better deal, but this is usually what happens. I believe we will start to see more companies and websites turning to smaller more agile firms that payout higher revenues and give more attention to these content sites.

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