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75% of online advertisers plan to spend more on ad networks: Study

According to a study conducted by US-based online advertising network Collective Media, 75 per cent of the interactive agencies and advertisers who participated in the survey were planning to spend five per cent or more of their overall online advertising budget on ad networks in 2008, while more than 25 per cent of agencies and advertisers said they would spend 15 per cent or more on ad networks.

According to a study conducted by US-based online advertising network Collective Media, 75 per cent of the interactive agencies and advertisers who participated in the survey were planning to spend five per cent or more of their overall online advertising budget on ad networks in 2008, while more than 25 per cent of agencies and advertisers said they would spend 15 per cent or more on ad networks.

Collective Media’s 2008 Ad Network Study also revealed that 82 per cent of respondents were planning to use a vertical ad network this year. Nearly 50 per cent of the respondents said they would prefer to spend their online advertising budget on a brand-name vertical ad network as against a generic vertical ad network. Vertical ad networks backed by recognized, brand-name publishers were even more desirable.

“We are excited about the results in this year’s study as it confirms for us a significant trend we have been seeing; that more and more advertisers are turning to ad networks for their branding campaigns,” Joe Apprendi, CEO, Collective Media, has said. “This along with the stated importance of inventory quality and targeting ability show the growing importance of ad networks in the online media plan.”

“The ad network model continues to evolve under a basic principle; the more information that we have on our audience and the more control and transparency we have of our operational systems will create greater efficiencies for the advertiser,” Steven Ustaris, group media director, Carat, has said. “It is good to see that networks that evolve in this manner and listen to what is important to advertisers are positioned to garner a larger portion of advertising budgets.”

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