Networks that have created exclusive or semi-exclusive sales relationships with their publishers have the ability to give marketers, especially brands, the ability to deliver a more immersive experience for consumers.

Integration within the content of sites that reach a marketer's target audience is invaluable for engaging visitors. Specific content integration techniques can include sponsorships, micro-sites, promotions and "wall papering" -- the technique of having the brand integrated into the background artwork of the site.

A content integration strategy was used effectively by Optimedia to build awareness of Puma soccer gear by including ad placements in targeted content areas, including a custom channel of soccer enthusiast sites within the ValueClick Media network. The result was significantly higher awareness of the Puma brand message, online product sales and store locator look-ups. 

Ad networks are increasingly considered a staple of every campaign for their ability to improve overall campaign metrics. Deploying one or more of these five techniques will provide you with even more opportunity to increase campaign-wide performance from your online advertising investment.