Re: What is the average, total banner campaign spend today?
Top online advertisers are spending 10s of millions of dollars
online per year. How that breaks out per campaign depends a lot
on how you define a campaign. There is some old data regarding
UK ad spending specifically at
http://www.findarticles.com/cf_dls/m4PRN/2000_July_19/63577195/p1/article.jhtml
More recent data on the number of ad impressions bought by top
brands is here:
http://www.internetnews.com/IAR/article.php/1578351
Nielson-Netratings/Adrelevance has a wealth of data as well. See:
http://www.nielsen-netratings.com/news.jsp?section=dat_to
We have clients that we support media planning and buying for
who spend $100s of K per month online. The amount of spending
is only limited by the sites we can find that deliver an
adequate return on investment (ROI) to our clients. ROI may be
measured in terms of direct response, brand enhancement, or
both. Some component of the budget should also go to testing
new sites and new creative, recognizing that only a portion
of potential buys and strategies will pay off sufficiently
to be expanded into large dollar expenditures.
--Cliff
Cliff Kurtzman
Moderator
Online Advertising Discussion List
http://www.o-a.com
(281) 480-6300
Received on Wed Jan 28 2004 - 15:03:10 CST
