Re: Ad Rates Gone South But Attitudes Still in the North Pole
Ariel,
What specific segment of ad revenues going south are you
referring? Overall online ads are up for the first half of
2003 $3.2B vs. same time 2002 $2.8B. (most recent data from
PwC). We know search contributed a huge chunk of the growth
and that AOL has kept it down as they have lost much ad
revenue (many of those huge multi-million dollar deals are
expiring and not being renewed). Rich Media is growing at a
high double digit % and more and more advertisers are
allocating more dollars for online as they've been watching
the IAB case studies ALL come back with positive results
from a _branding_ metric, not just a direct response one as
had been the expectations of the past (people don't buy cars
off seeing a banner). The IAB has shown that an increase in
online ad spending (mix of websites, email and search) can
increase campaign performance and they even suggested a
10-15% share of the overall ad spending budget be allocated
to online to optimize campaigns.
All of this points to online advertising going north and not
south. If you have other data that points to the contrary I
would love to see it.
-Robb Lewis
- - - - - - - - - -
Robb Lewis
robb_at_marketingphysics.com
http://marketingphysics.com/
- - - - - - - - - -
Received on Fri Aug 29 2003 - 08:57:28 CDT
