Targeting, Ad Network Spending Increase

• Posted: Sunday, April 20, 2008
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• Author: pradhana
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• Filed under: Ad Spending, Internet Advertising, Online Advertising

Zeroing in by spreading out.

More than nine out of 10 US advertising agencies and advertisers buying online media plan to work with ad networks in 2008, according to Collective Media's "Ad Network Study 2008." Nearly three-quarters of respondents said that they planned to spend more with ad networks in 2008 than they did in 2007.

Online ad networks represent multiple Web sites that sell advertising and let ad buyers reach broad audiences across categories. The networks are proving popular for both brand and direct marketing.

Ad network usage by both brand advertisers and direct marketers rose by nearly 20 percentage points in the 2008 study to 59.2%. Only 13.4% of advertisers said they only used ad networks for direct marketing purposes in 2008.

Overall, 40% of respondents in the Collective Media study said they planned to increase spending on ad networks by 10% or more in 2008. Three-quarters of those respondents said they would spend 5% or more of their overall online advertising budget on ad networks in 2008, and over one-quarter of agencies and advertisers said they would spend 15% or more on ad networks in 2008.

Read more - eMarketer

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