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Online Intelligence Solutions Table of Contents Introduction.........................................................................................................................................................2-3 What do Online Advertisers Look For in a WebSite?...................................................................................4 The Keys to Success............................................................................................................................................4-5 Know your own traffi c, and know it well.....................................................................................................6-8 Optimizing Advertising Revenue......................................................................................................................9 Increasing Inventory..................................................................................................................................9 Increasing value of inventory........................................................................................................10-11 Increasing percentage of sold inventory...................................................................................12-13 Ideally, we would like to get into people’s mind, but how?..................................................................14 Rich Media Ads: What works best for what audience?.....................................................................14-16 Next Step..................................................................................................................................................................18 About AT Internet.................................................................................................................................................19 Contact.....................................................................................................................................................................20 www.atinternet.com Media AT Internet White paper
Online Intelligence Solutions www.atinternet.com Introduction The Web will be the hottest tactic among advertisers and marketers in 2009 according to executives surveyed in January 09 by Reardon Smith Whittaker. Asked which tactics most interested the marketers themselves, nearly seven out of 10 said online marketing. In this economic downturn, it is defi nitively good news to hear if you’re a publisher using advertising to generate revenue. Averaged realized CPMs on ad networks ranged from $0.60 to $1.10, versus $10 to $20 in direct sold display inventory, or only 6 to 11% of direct pricing. The following graphs represent aggregated data for 7 large US publishers (media companies) in 2007 and provide a good indication of the trends between Direct sales and Intermediary sales. However, a 2008 benchmark study conducted by the IAB and Bain & Company suggested that online publishers were increasingly turning to sales intermediaries known as ad networks to sell off excess inventories. The use of ad networks surged from 5% of total ad impressions sold in 2006 to 30% in 2007 among branded/large publishers. Overall, for large and small publishers, unverifi ed studies were even claiming that up to 80% of all ad space went unsold by website directly; unsold ad space was sent to ad networks to monetize. Media - 2 - White paper AT Internet
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