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Online Ad Spend Continued To Surge In Q1; Google Overtakes Yahoo In Display

Paidcontent

Following last year’s dramatic comeback in online ad spending, the industry was expecting things to cool down this year. So far, that hasn’t happened, judging by the Q1 spending figures released by the Interactive Advertising Bureau, which recorded a 23 percent increase in dollars over the same period last year, while IDC analyst Karsten Wiede reports that for the first time, Yahoo (NSDQ: YHOO) is no longer the online display advertising market leader—Google (NSDQ: GOOG) is. Read more

Will The New IAB Ads Really Be Rising Stars?

Min

There is a new ad unit in town. In fact, there are several, and they are big, bold, and a brand marketer’s dream. They are the Interactive Advertising Bureau “Rising Stars” – a series of cutting-edge branding ads designed by such leading technology firms as AOL/Pictela, Microsoft and Google/YouTube. The primary goal of these units is to allow the site visitor to engage with the brand without leaving the site (think rich media banners on steroids). The added benefit for publishers, advertisers and readers alike is the elimination of clutter since only one ad appears on a page, generating as much–if not more–revenue and value for all constituencies as the multiple ads they replaced. Read more

5Qs: IDG’s Bob Carrigan on the Web Closing the Gap with TV

In February, Bob Carrigan, CEO of IDG Communications, was named chairman of the Interactive Advertising Bureau, taking over for 24/7 Real Media founder David Moore. A veteran of the print and online media worlds, Carrigan previously served on the IAB’s board for the past five years. During his 15-year media career, he’s logged time at Spinner.com and AOL. Carrigan is actually in the midst of his second tenure at IDG, having logged seven years at PC World in sales early on after starting his career as a college intern at IDG’s Digital News.

You were named IAB chairmain during the organization’s annual meeting in February. What initiative or initiatives do you plan on focusing on?
There were four things I outlined in my speech. Number one, it’s important to me to tackle the mobile space and how significant that is. We launched a mobile marketing center of excellence, which is now a key initiative. We don’t have to beat that dead horse. Clearly mobile is our present and future. Second, we need to move in a direction that attracts brand marketers, which is part of the reason we launched the Making Measurement Make Sense initative. Three, the majority of our brands in the IAB are consumer-facing. There has been a tremendous amount of innovation in the B2B space, so I want to see more programming and leadership from that work. On June 13, we’re going to hold our first B2B committee meeting. Lastly, I want to address the need for traditional media companies to act more like pure-play [digital] media companies. They should be directly R&D, and development to digital, or at least thinking that way. We try and think Web-first with everything. Read more

5Qs: IDG’s Bob Carrigan on the Web Closing the Gap with TV

ClickZ

In February, Bob Carrigan, CEO of IDG Communications, was named chairman of the Interactive Advertising Bureau, taking over for 24/7 Real Media founder David Moore. A veteran of the print and online media worlds, Carrigan previously served on the IAB’s board for the past five years. During his 15-year media career, he’s logged time at Spinner.com and AOL. Carrigan is actually in the midst of his second tenure at IDG, having logged seven years at PC World in sales early on after starting his career as a college intern at IDG’s Digital News.

You were named IAB chairmain during the organization’s annual meeting in February. What initiative or initiatives do you plan on focusing on?
There were four things I outlined in my speech. Number one, it’s important to me to tackle the mobile space and how significant that is. We launched a mobile marketing center of excellence, which is now a key initiative. We don’t have to beat that dead horse. Clearly mobile is our present and future. Second, we need to move in a direction that attracts brand marketers, which is part of the reason we launched the Making Measurement Make Sense initative. Three, the majority of our brands in the IAB are consumer-facing. There has been a tremendous amount of innovation in the B2B space, so I want to see more programming and leadership from that work. On June 13, we’re going to hold our first B2B committee meeting. Lastly, I want to address the need for traditional media companies to act more like pure-play [digital] media companies. They should be directly R&D, and development to digital, or at least thinking that way. We try and think Web-first with everything. Read more

Online video is more than just views and clicks

eConsultancy

There’s a bit of a culture clash when it comes to online video advertising. The traditionally creativity-driven TV advertising industry seems tempered by the conservatism derived from the click-through culture of the online advertising industry.

Whilst IAB figures show that two thirds of UK marketers are “planning to” increase their online video ad spend in 2011, marketers require statistical proof that the formats work before they take the plunge.

However much they want something different, something creative, something unique – something “cool” – any innovations need to be reliable. The only thing that’ll prove reliability is numbers. That said, whilst the video advertising industry has made great strides in becoming more accountable, marketers are inexperienced in using this data because they’re faced with new metrics from a new format. Read more

5Qs: IDG’s Bob Carrigan on the Web Closing the Gap with TV

Digiday

In February, Bob Carrigan, CEO of IDG Communications, was named chairman of the Interactive Advertising Bureau, taking over for 24/7 Real Media founder David Moore. A veteran of the print and online media worlds, Carrigan previously served on the IAB’s board for the past five years. During his 15-year media career, he’s logged time at Spinner.com and AOL. Carrigan is actually in the midst of his second tenure at IDG, having logged seven years at PC World in sales early on after starting his career as a college intern at IDG’s Digital News. Read more

Surprising Growth for Standard Banner Ads

Plain old banner advertising eyed with renewed interest

eMarketer, 4/18/11

The 2010 online advertising industry numbers posted by the Interactive Advertising Bureau this month showcased an impressive increase in US online ad spending for the year.

Search marketing remained the largest ad spending contributor, its share down slightly to 46% of all US internet advertising dollars. Display advertising, which includes banner ads, rich media, video and sponsorships, increased its share, accounting for 38% of US online ad spending in 2010, up from 35.2% in 2009.

Read More

Audience Targeting, ROI Draw Advertisers to Digital Video

Audience and ROI both biggest draw and downside of online video advertising

eMarketer, 4/15/11

Digital video advertising is steadily gaining momentum within online marketing, with eMarketer estimating a 38.6% online video ad spending increase this year alone. And while Break Media indicates most advertisers (79%) will spend less than 25% of their online display budget on digital video advertising in 2011, the majority (70%) plan to increase digital video ad spend within the next 12 months.

Data from the Interactive Advertising Bureau (IAB) shows agencies and marketers are looking to take advantage of online video advertising for its audience targeting capabilities and higher return on investment (ROI).

Read More

Resolving ad-count discrepancies: Slow progress toward a standard

eMedia Vitals, 4/15/11

Two years after releasing functional requirements that define a standard method for resolving ad-count discrepancies between publishers and third-party ad servers, the Interactive Advertising Bureau has yet to finalize the standard – an indication, perhaps, of the intractable nature of the challenge.

The IAB’s Impression Exchange Standard was conceived as a way to improve the way buyers and sellers identify and resolve discrepancies in ad counts The discrepancies between publisher systems and third-party ad servers frequently lead to disputes over campaign pricing, and are so commonplace that publishers and media buyers often dedicate staff to reconciling billing differences.

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Online Ad Revenue Hits $26 Billion In 2010

MediaPost, 4/13/11

After a down year in 2009, U.S. online ad spending rebounded in 2010, growing 15% to $26 billion, according to full-year data released Wednesday by the Interactive Advertising Bureau and PricewaterhouseCoopers. Online ad revenue in the fourth quarter hit a record $7.4 billion, up from $6.4 billion in the prior quarter. For the first time, IAB also issued an annual figure for mobile ad spending, estimated at $550 million to $650 million in 2010 (separate from the online total).

The double-digit growth in overall Internet ad spending marks a turnaround from 2009, when the total dipped 3.4% to $22.7 billion, due to a stagnant economy. But an ad revival that began in the fourth quarter of 2009 carried through into 2010. “We have now had five consecutive quarters of growth, so it appears we have definitely weathered the storm. At least for the Internet advertising economy, the recession appears to be behind us,” said Sherrill Mane, senior vice president of industry services at the IAB, during a conference call announcing the year-end numbers.

Read More