76% of publishers support rich media ads, 35% support video ads and 30% employ behavioral targeting. Branding is in and pop-ups are out, according to advertising.com’s ‘Third Annual Publisher Survey’.


76% of publishers support rich media ads, 35% support video ads and 30% employ behavioral targeting. Branding is in and pop-ups are out, according to advertising.com’s ‘Third Annual Publisher Survey’.

In January 2006, web publishers who were actively working with Advertising.com were asked to complete an online survey.

Advertising.com’s web network includes over 1,000 publishers.

The findings of the survey include:

58.5% web-based direct-response advertisers accounted for the largest share of online revenue.

Publishers expected 32% of revenue to come from more traditional, brand-focused advertisers.

More than 40% of publishers have cited branding as their advertisers’ main objective.

Publishers predicted CPM pricing to represent 45% of revenue.

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]

 

 

 

 

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