DoubleClick Releases 'Decade in Online Advertising' Paper
19 Avril 2005 - 3:01PM
PR Newswire (US)
DoubleClick Releases 'Decade in Online Advertising' Paper - 10-Year
Retrospective Reveals that Industry Has Reached Tipping Point:
Premium Publishers Entering Seller's Market, Advertisers Demand
More Accountability, Consumers Crave More Control - NEW YORK, April
19 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ:DCLK), a
leading provider of marketing solutions for advertising agencies,
marketers and web publishers, today released its 'Decade in Online
Advertising' paper. The study, featuring custom data from
Nielsen//NetRatings, charts the rise, fall and resurgence of online
ad spending over the last 10 years and expounds upon current and
future trends. Specifically the paper concludes, based on numerous
data sources, that the online ad industry is entering a new period
as a seller's market. The demand for online advertising is booming
among mainstream advertisers, yet at the same time the growth among
new U.S. Internet users and, therefore, the page views they
generate is slowing. The result is a critical change in the
dynamics of supply and demand of ad inventory. Taking note of the
10-year anniversary of the first web banners in October 1994, the
DoubleClick report takes stock of industry milestones, from
AT&T's original ad banner, through to today's myriad forms of
online ads, including permission email, keyword-targeted search
engine listings, interactive rich media ads, streaming audio and
video and consumer-fueled "viral marketing." Overall, the paper
taps DoubleClick's unique perspective as an early industry pioneer
and current industry leader to assess the medium's origins,
accomplishments and future opportunities. The paper also aims to
put online advertising into context within the larger advertising
and marketing industry, which is itself undergoing a transformation
at this time, as corporations demand greater accountability for
their marketing expenditures and consumers demand greater control
over their media and marketing experiences. Key trends highlighted
in the paper include the following: A Seller's Market Is Emerging
in Online Advertising * The demand for online ad inventory is
beginning to outstrip supply on top web sites. Spending on Internet
advertising in the U.S. market rose at a rate of 32% year of year,
from $7.3 billion in 2003 to $9.6 billion in 2004, according to the
Interactive Advertising Bureau and PricewaterhouseCoopers. In that
same period, however, the population of active U.S. Internet users
and the page views they created both grew at a rate of only 5% from
Q4 2003 to Q4 2004, according to Nielsen//NetRatings. * The result
is something that many online publishers have not yet experienced:
a great deal of inventory sold out at premium prices a month or two
in advance. The Internet Is Answering Businesses' Demand for
Greater Advertising Accountability * The advertising world is
changing and one of the critical ways that is happening is a drive
towards greater accountability. Online advertisers are coming to
recognize that Internet measurement extends far beyond click and
conversion tracking. * Online marketers today are employing many
sophisticated performance measures including, but not limited to,
search-engine click-stream data, in-direct response/view-throughs,
offline sales impact, and rich media interactions. *
Performance-based advertising, including search marketing and
affiliate marketing, has skyrocketed in popularity, with search
accounting for 40% of the online ad market according to the IAB. *
Today's widely adopted rich media formats, which includes streaming
video, yield much deeper reporting thanks to useful branding
metrics such as ad interaction time and video plays and pauses.
Media Companies and Advertisers Must Adapt to Consumers' Demand for
Control * Consumers are acting to avoid advertising overload,
paying for the unadulterated media they want and investing in
technology to strip out unwanted ads, if necessary (think TiVo).
Consumers want control of media and advertising, and digital
technology has given them the tools to do so. * Advertisers have to
accept not only that "being politer" is a good business practice;
it's increasingly a legal requirement. There are many signs that
advertisers are starting to get the message, and once again the
Internet marketing community is leading the way, including the
reduction of ad clutter through standardized ad sizes and an
increasing focus on spyware. * The ultimate expression of
consumers' desire to have more control over their content is
reflected in the "citizen's media" movement of weblogs, social
networks, audio podcasting and more. * The antidote marketers can
provide to advertising overload? "Invertising:" relevant marketing
messages suited to how consumers wish to interact with media in a
world where increasingly they hold the balance of power. "The
trends discussed in this paper portend a real shift for the online
advertising industry, and one that we see as very positive," said
Doug Knopper, Senior Vice President and General Manager of Ad
Management at DoubleClick. "With competition for online ad
inventory fast increasing, marketers will have to better optimize
their media buys and closely examine all available metrics to
measure performance. Further, in order to better engage consumers,
advertisers will have to strive to be more entertaining, more
informative, more relevant and more in tune with customers." The
21-page report is available for download at
http://www.doubleclick.net/knowledge or by contacting . About
DoubleClick Inc. DoubleClick is the leading provider of solutions
for advertising agencies, marketers and web publishers to plan,
execute and analyze their marketing programs. DoubleClick's
marketing solutions -- online advertising, search engine marketing,
affiliate marketing, email marketing, database marketing, data
management and marketing resource management -- help clients yield
the highest return on their marketing dollar. In addition, the
company's marketing analytics tools help clients measure
performance within and across channels. DoubleClick Inc. has global
headquarters in New York City and maintains 22 offices around the
world. Contact: Jenny Connorton DoubleClick Inc. (212) 381-5183
DATASOURCE: DoubleClick Inc. CONTACT: Jenny Connorton of
DoubleClick Inc., +1-212-381-5183, Web site:
http://www.doubleclick.com/
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