Online publishers expect over 32% revenue from traditional advertisers, according to a survey by Advertising.com. This is an increase of 26.5% compared to 2005.


Online publishers expect over 32% revenue from traditional advertisers, according to a survey by Advertising.com. This is an increase of 26.5% compared to 2005.

More than 40% of publishers believe branding is their advertisers’ main objective. This is more than a 100% increase compared to 2005 predictions.

Publishers predict that CPM pricing will represent 45% of total advertising revenue, compared to 41% in 2005.

67% of publishers support contextual advertising, compared to 50% in 2005. 76% publishers support rich media, compared to 69% in 2005.

Also, 35% of publishers supported video advertising, compared to 25% in 2005. 30% employ behavioral targeting, compared to 25% in 2005.

Scott Ferber, CEO of Advertising.com, said: “Formats like streaming video give advertisers the ability to connect with consumers on an emotional, TV-like level, while behavioral targeting enables them to easily and selectively reach an in-market audience.

That unique combination of impact and efficiency is driving more dollars online and publishers are realizing the advantages of these powerful formats.” [Source]

15.9% of publishers predict that standard banner will be the key revenue in 2006, while 14.6% predict that large rectangles will be the key revenue.

For more information on the survey, click here.

 

 

 

 

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