'Net Features : online ad revenues

Online Ad Revenues Up More Than $1 Billion

Linc Wonham — Mon, 11 Jun 2012 15:30:00 GMT

Internet advertising revenues for the first quarter of 2012 set a new record for the reporting period at $8.4 billion, according to the latest IAB Internet Advertising Report.

It is the highest first-quarter revenue ever measured by the IAB and a $1.1 billion – or 15 percent – increase over the $7.3 billion figure reported in the first quarter 2011.

“More online consumers than ever are taking to the Internet to inform and navigate their daily lives – by desktop, tablet or smartphone,” says Randall Rothenberg, president and CEO of the Interactive Advertising Bureau. “Marketers and agencies are clearly – and wisely – investing dollars to reach digitally connected consumers.”

The report includes data concerning online advertising revenues from Web sites, commercial online services, free email providers, and all other companies selling digital advertising. It is issued twice yearly for full- and half-year data, and topline quarterly estimates are issued for the first and third quarters.

Past reports are available here.

Follow the Money with PPV Advertising

Michael Garrity — Wed, 26 Oct 2011 20:00:00 GMT

Affiliates know that there are plenty of advertising methods out there to make them some money. But for those new to the field, or those who are more practiced in a particular program, starting a new campaign can be an intimidating experience if they don't have the right information.

One of the Web's most underused advertising programs is the pay-per-view (PPV) method. Even though it's been around for a few years, it hasn't quite caught on the way PPC or CPM advertising has. The method is largely misunderstood by the uninitiated, partly because many people have preconceived notions about the term, "pay-per-view".

So, what is PPV advertising?
The most common misconception about PPV ads is that they are the same thing as impression-based ads like CPM. If anything, a more accurate explanation of PPV is that it is something of a combination between PPC and CPM advertising. With PPV, every time someone views the page that houses the ads, you get paid. Advertisers and marketers get paid per view, as opposed to after a set number of views, but it requires no action by the users like PPC advertising does.

Another way to define PPV advertising is that it is essentially adware, in a not-so-illegal way. (In fact, the majority of PPV networks are verified by eTrust.) Usually what happens is an exchange of services, where users agree to be shown ads and, in return, receive free "gifts" like screensavers, games, etc.

In a lot of ways, PPV is among the most targeted and cost-effective advertising methods available on the Web.

How does PPV work for me?
For marketers, the process of establishing PPV ads is similar to the way they use Adwords, by choosing a URL destination and then bidding on keywords or URLs.

Users who download the necessary adware will see a new window or tab pop-up that features your landing page every time they perform a specific action (usually searching for a term or going to a URL destination). Each time that ad pops up, you get paid.

This allows advertisers the ability to establish very specific targets for their ads, and since you base your campaign on keywords and URLs, it's much cheaper than bidding on PPC ads.

Typically, you'll see PPV ads costing anywhere from .015-.02 cents per view, but you do get paid every single time someone sees the ad.

The one flaw of this advertising method is that because it comes in the form of a pop-up, there is a high probability that users will simply click it away as soon as it shows up, which could be detrimental to conversion-rate numbers. The upside here is that you don't lose a lot of money since it is such a cheap way to advertise online; making up your ROI is much easier with PPV advertisements than most other forms.

How can I get started with a PPV campaign?
The act of launching a PPV campaign is quite easy. As long as you know your intended audience, setting it up is nothing more than getting started with an affiliate network that specializes in PPV advertising and bidding on your desired keywords and/or URLs.

Naturally, optimizing your campaign takes a little more work. The key to establishing an effective PPV operation is to remember that you're interrputing this user's intended Web experience, so you need to get to the point as quickly and efficiently as possible to capture his or her interest.

Some best practices include providing a landing page that fits in the pop-up window (750x550 pixels), keeping your landing-page message simple and to-the-point and considering the addition of audio (or video) on your page that will intrigue users.

It's also important to monitor keywords and/or URLs and not continue to bid on those that aren't working.

Here is a list of affiliate networks that offer PPV advertising:

- Traffic Vance
- Lead Impact
- AdOn Network
- Media Traffic
- Direct CPV

While PPV advertising may not be ideal as one's only method of making money, the cheap cost of starting and maintaining a campaign -- as well as the highly customized targeting abilities -- make it a great addition to any marketer's strategy.

Online Ad Revenues Jump 23 Percent

Linc Wonham — Thu, 26 May 2011 16:30:00 GMT

Online advertising revenues in the U.S. hit $7.3 billion for the first quarter of 2011, representing a 23-percent increase over the same period in 2010, according to figures released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers.

This marks the highest first-quarter revenue level ever for the industry and a significant increase over last year’s first-quarter revenue level, which had been the highest on record to date.

“The consistent and considerable year-over-year growth we’re seeing demonstrates that digital media is an increasingly popular destination for ad dollars, and for good reason,” said Randall Rothenberg, President and CEO of the IAB. “As Americans spend more time online for information and entertainment purposes, digital advertising and marketing has emerged as one of the most effective tools businesses have to attract and retain customers.”

Search made up for 46 percent of the ad revenues, followed by display advertising with 24 percent. Sponshorships (3 percent of the share) have grown 88 percent since 2009, and classifieds (10 percent) are up 15 percent.