Ad Networks are Changing Online Metrics
With consumers spending more time online and advertisers increasing their spending in this arena, it seems logical that ad networks are becoming a major force in allocating the inefficiencies of this marketplace. A recent Bain benchmark survey indicates that ad networks are rapidly gaining market share.
- In 2007, ad networks sold 30% of total display ad space – a substantial increase from the 5% market share they garnered in 2006.
- Another noticeable trend is that ad space inventory more frequently sells out but at a lower price when an intermediary such as an ad network is used. Further, the CPM (cost per thousand views) for an online video ad goes for 2-3 times the rate of a display ad.
- The survey also indicates that online publishing revenue increased 32% in 2007 but online ad network revenue increased 50% in 2007.
Review the entire survey to understand the changing nature of selling online ads and discuss ways to improve marketing strategies with your online publishing clients.[Source: Interactive Advertising Bureau, 8.11.2008 release]
Latest posts by Kathy Crosett (see all)
- MAGNA: Digital Advertising in U.S. to Reach $106BN in 2018 - June 21, 2018
- Are Your Employees Glued to Their Phones During Meetings? - June 20, 2018
- Is Your Praising Style Helping or Hurting Your Team Members? - June 19, 2018
- Dentsu Aegis: 2018 Ad Market Revised Up - June 18, 2018
- Do You Know Who’s Buying SEO Services This Year? - June 15, 2018