WildBlueSkies - Trends and strategies in Digital Media

According to Collective Media’s, 2008 Ad Network Study, agencies and advertisers will spend more on ad networks in 2008 vs. 2007. 75% of respondents will spend 5% or more of their overall online advertising budget on ad networks in 2008. Moreover, more than 25% of agencies and advertisers surveyed expect to spend 15% or more on ad networks in 2008.
Other highlights include:

• All Ad Networks Are Not Created Equal. 89.2% of respondents do not believe all ad networks are alike and the leading differentiators are inventory quality, targeting abilities and site transparency; leading one to suppose that even in a crowded marketplace, agencies and advertisers believe that there is room for innovation and differentiation.
• Image and Perception. 96% of study respondents have either maintained or improved their perspective on ad networks since last year’s study.
• Vertical ad networks. Nearly 50% of respondents would be likely/very likely to buy a brand-name vertical ad network vs. a generic vertical ad network. Vertical ad networks backed by recognized, brand-name publishers prove to be even more desirable. 82% of respondents plan to use a vertical ad network in 2008.

Several findings are in contrast to last year’s results, which cited reach and efficiency as the key reasons to use ad networks as opposed to this year where targeting is the leading motivation. Furthermore, the study validates the vertical ad network trend and underscores the industry’s desire for vertical, branded networks backed by recognized, brand-name publishers.

Filed under: Business, Statistics