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August 1-15 2006


 

August 1-15 2006

Online buying spree
Compiled by Karanjeet Kaur

ccording to a study conducted by Deutsche Bank (db.com), in association with MediaPost, online ad spending during the second quarter of 2006 surged 13.8 per cent from the first three months of the year. The survey profiled 39 media executives and revealed that respondents collectively spent $152 million on internet advertising last quarter. The report also stated that pricing increased, with the cost of premium inventory rising 6.6 per cent, run of network inventory increasing 3.6 per cent, and paid search edging up 1.3 per cent quarter-over-quarter.

About 78 per cent of the media executives questioned reported that their clients spent more on internet advertising in the last quarter than in the first. About 15 per cent saw increases of over 30 per cent. About 18 per cent stated that there was no change in spending, while three per cent said spending declined. Almost 47 per cent of the respondents said the cost-per-thousand impressions for premium inventory were more last quarter than in the first three months of 2006. Thirty per cent reported increases greater than 10 per cent. About 44 per cent of respondents also reported an increase in the cost of purchasing keywords, with 11 per cent reporting increases of more than 10 per cent. ... more


 

   
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