At What Works for Business, we marvel at the pace of innovation in the online marketing space where growth has slowed a tad, from torrid to tepid. Online ad spend looks to grow "only" 4% in '09, against a 7% drop for media overall, says Citigroup. What's stunning is the number of web marketing players, and their eye-popping array of new and evolving solutions for businesses - from small and quick, to large and lumbering.
There's so much ferment in online marketing that its hard to keep pace. Fortunately - and we doff our hats to these folks - the annual OnMedia 100 list sorts out "the truly great ideas being executed by great teams..." The 2009 list, just out, is a marketing solutions bonanza, especially for small biz. If you aren't exploring some of the new and rapidly-changing options for upping your online ante, you ought to be.
The OnMedia 100covers 7 categories, such as community platforms, online advertising and service providers, mobile marketing and next-generation search, with a Category Winner in each. The overall '09 winner is The Rubicon Project, described as "the right solution at the right time for the current market environment." It's a service that brings greater efficiency to the notoriously fragmented web advertising space by matching so-called remnant ad space to the businesses willing to fill it. "With more than 1,300 publishers and 350 ad networks," OnMedia notes, "Rubicon can put the right ad in the right place in front of the right person at the right time."
The list exudes innovative juices. For example, Adap.tv allows creative display of ads in online video - a much needed solution. Quantcast is taking web analytics to a new level with cool visitor measuring tools and a self-reporting approach. And Zynga gives businesses new ways to reach people via social networks.