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Advertising BM
Online ad spending poised for 20 percent jump this year — Tech News and Analysis
What is Premium Social Advertising? | Jon Steinberg
Online brand advertising is a multi-billion dollar industry that is split between “premium” ads, usually bought directly from top publishers, and “performance” ads, run in bulk across a network of sites wherever there happens to be excess inventory. The difference in cost can be more than an order of magnitude with premium buys north of a $10 CPM and network south of $1 CPM. This entire industry is being disrupted by the emergence of “social advertising” that leverages the social web to create value for brands.
Online advertising is showing healthy gains this year. During the first half of 2010, online advertising revenues were up 11.3 percent to $12.3 billion, according to a new report from the Interactive Advertising Bureau and PriceWaterhouseCoopers (embedded below). At this rate, the report estimates that online ad revenues for the full year should surpass the 2008 peak of $23.4 billion. On a quarterly basis, online ad revenues for the second quarter $6.2 billion. That was 13.9 percent higher than last year, and 4.1 percent better than the first quarter of 2010, but still not quite as high as the peak in the fourth quarter of 2008.
U.S. Online Advertising Rises 11.3 Percent In First Half Of 2010
But what about the 800 other sites scrambling for audiences in the social network space? Can they generate $1M in advertising revenue per month, or even per year? Will they ever be profitable?
Don Dodge on The Next Big Thing: Page views required to generate
How A $5 CPM Is Really Only Worth $1
JPMorgan Forecasts A 10.5 Percent Rebound In U.S. Display Advert
In the advertising industry overall, revenues generated by direct and brand advertising are roughly split 50/50. But in the online world, where direct advertising is represented mostly by search and email ads and brand advertising by graphical display ads, the split is closer to 70/30 in favor of direct ads. Last year, with the economy down, the display portion of the U.S. online advertising industry had a particularly rough time . Total revenues in 2009 were down 5.2 percent to $7.5 billion, estimates JPMorgan analyst Imran Khan in a new Internet industry report.
Terence Kawaja's IAB Networks and Exchanges Keynote
This presentation explores the crowded display advertising technology landscape and makes some observations and prognostications on the trends and developments impacting the space. While t While this represents the substantive part of my presentation, don’t miss the entertainment factor at www.bit.ly/TKawajaDSPvideo.
Here's Who Gets the Highest Ad Rates Online
Who's getting the best ad rates on the web today? The slideshow that follows, culled from agency buyers and media sellers, is far from scientific, but gives a good sense of who can still charge bank and why. And while the recession has put another hit on CPMs -- the term ad buyers and sellers use as shorthand for the cost for 1,000 impressions -- across the web, some sites can still pimp fat ad rates either by virtue of their reach, specialized audience or unique environment. NEW YORK (AdAge.com) -- Online ad rates, we're told, are on an express train to zero, helped along by gagillions of impressions generated by Facebook, Twitter and its ilk, and the networks, exchanges and targeting technologies that allow advertisers to buy audience as a commodity, without dealing with individual sites at all.
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