Hard to turn around without seeing an online advertising story these days. Here are a few:
– Internet Ads Click With Firms; Some Shift Budgets (sub. req.): A new Forrester report is out today. Nearly 85 percent of the 99 national advertisers surveyed (all buy online ads) said they plan to increase their ’05 online ad budgets an average of 25 percent. Instead of growing the ad pie, more than 40 percent are pulling money from other parts of their budget. Forrester’s forecast: the online-ad market will grow to $26 billion annually by 2010. Search and display …
– Ad Agents for the Search Engines (reg. req.): If you can’t beat them, make money off them. Newspapers and yellow page publishers are converting their knowledge of small business into dollars as search ad reps. Stephen Weis, vp/gm, Chron.com: “Google and Yahoo are definitely a threat, just like TV and radio, but we can also learn from them and get better.”
– Online ad sellers think local: Internet companies try to capitalize on small business but local advertisers are elusive. They don’t have the time or resources to maximize online search efficiency. Greg Sterling, analyst, Kelsey Group: “There’s a whole patchwork of companies working to solve this problem that didn’t exist a year ago.” Interesting note — Verizon pays its national sales team more for signing Web advertisers than print.
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