Ad networks clearly succeed in increasing 2008 spend by UK media.
Posted by Joanne Brent on 14 May 2008 at 01:44 pm | Tagged as: Employer Branding, Social Media
I’ve noticed a number of posts up about ad networks mentioning the words “dying breeds” in conjunction with the phenomenon. I just thought it interesting to draw attention to the figures being reported when it comes to UK media spend on ad networks and the growth of the industry in general.
“Online ad networks operate in one of the most competitive spaces in the digital sector, and often one of the most controversial. But, in spite of their challenges, networks continue to benefit as marketers raise their digital budgets, and recognise the economies of scale networks bring to campaigns.” Linus Gregoriadis, head of research at E-consultancy.
Late January last year E-consultancy (an online publication) reported that money spent by the UK media on online advertising networks would doubling from £120m (in 2006) to £240m for 2007. This year they report an increase of 60% (£385m) for 2008.
Rationalisation over the figures present overall display advertising (ODA) growing 30% (£770m) and the networks’ share from this ad spending increasing 10% (40% to 50%). Ad networks are outperforming overall ODA at an increasing rate. More and more clients experience improved return investment potential directly from the use of ad networks.
Behavioral targeting technology and results are also of continuing interest to clients and academics, who wish to use and evolve these with ad networks. Seems this form of business and marketing will be evolving into an even more valuable tool and asset not becoming a ‘dying breed’ as some are suggesting.
