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Peter Preston: Advertisers needs transparency in metrics to move online

August 17th, 2009 | No Comments | Posted by in Advertising, Editors' pick, Traffic

“[P]art of the answer to not enough advertising revenue lies in serving the advertiser better,” writes Preston, referencing last week’s results of an inquiry into reporting of newspaper bulks as a step towards greater transparency of circulation figures.

But there isn’t an international standard for web traffic measurement to news sites and the difference between current methodologies (e.g. those of Nielsen in the US and the Audit Bureau of Circulations in the UK) could leave advertisers feeling lost, he says.

“It ought to be simple. The information is there online. But if you can’t extricate it, how do you expect more than a few categories of internet advertising to break through to good prices in great quantity?”

Full post at this link…

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Ernst & Young: Online search will help reverse fortunes of display and classified ads

February 11th, 2009 | No Comments | Posted by in Advertising

Growth in online search will offset the the downturn in online display and classified advertising in 2009, according to new analysis from Ernst & Young.

Less money will be spent on advertising focused on reach with investment in performance-based advertising, such as search, expected to increase, suggested the ‘media and entertainment by numbers’ report.

Internet advertising is likely to overtake TV advertising this year as the largest ad medium, the report said.

“But to assume that a media accounting for a fifth of all advertising budgets could be totally immune to a downturn would be too optimistic,” the report added.

Publishers will be affected most by the move to more interactive ad models, including cost-per-click (CPC) or cost-per-action (CPA), as this will cause CPM rates for banners and display advertising to fall.

Online classified advertising will be affected more by the general economic climate, for example fewer jobs and properties available, than by changes within the advertising industry itself, the report added.

[Read Journalism.co.uk's full breakdown of the Ernst & Young report]

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Reuters: UK online ads up 21 per cent despite fall in overall ad market

October 7th, 2008 | No Comments | Posted by in Editors' pick

The UK internet advertising spend is up 21 per cent, although the overall advertising market went down. The Internet Advertising Bureau said yesterday that expenditure on the web went up to 1.68 billion pounds ($2.95 billion) in the first six months of the year, while the total advertising market was down 0.7 percent year on year.

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@SOE: (Audio) ‘It may be heresy, but it’s just possible that the advertising prize of the internet may not be as big as people want you to believe’ Gavin O’Reilly

November 5th, 2007 | No Comments | Posted by in Online Journalism

The WAN president and COO of Independent News and Media crunches the numbers of internet advertising while talking about how a fragmented mix of media may be the key to capturing the necessary market for newspapers prosper.

Global online advertising market worth 21 billion (pounds or dollars?) he says. 65 per cent in the hands of three companies, all the rest are scrabbling over a much smaller (admittedly) growing online share.

Full Extract:

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