Some 88% of online advertisers and agencies say they plan to use online ad networks in 2007, and 66% say they plan to increase their use of ad networks in 2007, according to online ad network Collective Media‘s 2007 Ad Network Study.
The study to identify major trends in the use of online ad networks among interactive agencies and advertisers, including why online media buyers exclude ad networks from certain media plans.
Some key findings from the study:
- Some 77% of online advertisers and agencies said they used online ad networks in 2006.
- Though use of networks and ad spending are growing, 62% of respondents said there are too many ad networks, making it more complicated to select which to work with.
- Nevertheless, the vast majority said ad networks differ from one another, with only 17% of respondents saying all ad networks are alike.
- How an ad network targets audiences was the top differentiating factor according to over 57% of respondents.
- Reach (at 52%) and Efficiency (at 66%) were still the key drivers for why agencies/advertisers include ad networks on a buy.
- The reason agencies/advertisers limit their use of ad networks is editorial control – cited by 59% – followed by audience duplication caused by publisher overlap among ad networks: 38%.
- Agencies/advertisers consider portals (79%) and publishers (69%) as the primary alternatives to ad networks, followed by paid search (59%).
- Some 40% of respondents use ad networks for both branding and direct marketing, while a similar proportion use them for only direct marketing campaigns.