Display Ads Still Get the Job Done

• Posted: Sunday, March 18, 2007
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• Author: pradhana
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• Filed under: Ad Spending, VoIP

Static ads remain an important arrow in the online marketing quiver.

Vonage has brought the high tech of VoIP to the masses, but when it comes to online ads, it still believes in the basics, according to new data from TNS Media Intelligence.

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The Internet phone company spent over $185 million on display ads in 2006, outspending both rival Verizon Communications and display ad giant Netflix.

eMarketer senior analyst and online ad specialist David Hallerman estimates that budget share for display and classified ads will remain relatively flat through 2011, with paid search inching up and rich media and video gaining sharply.

Despite display ads' humble stature, Vonage and its fellow big spenders are onto something. A December 2006 study by Datran Media revealed that display ads remain an important tactic for US marketers, behind only e-mail and search marketing. In fact, display ads were named as important by more than twice as many respondents as online video.

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