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Online Intelligence Solutions<br />
www.atinternet.com<br />
Introduction<br />
The Web will be the hottest tactic among advertisers and marketers in 2009 according<br />
to executives surveyed in January 09 by Reardon Smith Whittaker. Asked which<br />
tactics most interested the marketers themselves, nearly seven out of 10 said online<br />
marketing. In this economic downturn, it is defi nitively good news to hear if you’re a<br />
publisher using advertising to generate revenue.<br />
Averaged realized CPMs on ad networks<br />
ranged from $0.60 to $1.10, versus $10<br />
to $20 in direct sold display inventory, or<br />
only 6 to 11% of direct pricing.<br />
The following graphs represent aggregated<br />
data for 7 large US publishers (media<br />
companies) in 2007 and provide a good<br />
indication of the trends between Direct<br />
sales and Intermediary sales.<br />
However, a 2008 benchmark study conducted<br />
by the IAB and Bain & Company suggested<br />
that online publishers were increasingly<br />
turning to sales intermediaries<br />
known as ad networks to sell off excess<br />
inventories. The use of ad networks surged<br />
from 5% of total ad impressions sold in<br />
2006 to 30% in 2007 among branded/large<br />
publishers. Overall, for large and small publishers,<br />
unverifi ed studies were even claiming<br />
that up to 80% of all ad space went<br />
unsold by website directly; unsold ad space<br />
was sent to ad networks to monetize.<br />
Media<br />
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