Estimates for newspaper newsroom cutbacks put the industry down 30% since its peak in 2000;
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Only the WP, USA Today, and LA Times use sponsored links more than static banner ads;
Static banner ads make up nearly half (46%) of all the ads on news websites;
eMarketer predicts that banner ads will increase from $7.6 billion in 2011 to $11.7B by 2015;
Gerrit Eicker and carlo are discussing. Toggle Comments
Banner ads, according to the latest research from couponmarketing, are the least effective media. Even if they are placed in the right context, they often negatively interfere with the target’s online behavior which is quite unique in response. The liquidity of surfing meets the concrete slab of invasive, unsexy ads. It’s an offline culture crammed into a digital one. It can’t work properly, unless reinvented from scratch. I’m thus surprised to read about such increase. May be new mkt strategies will be deployed in the future, with richer media and really interactive banners whcih go beyond the click me stage.
Well, first of all any advertising interferes. But what I really can’t second is your opinion regarding contextual advertising: if done correctly (talking about quality targeting, not quantity spamming!) you still see very high CTRs and following conversions. – With a share of 24% of all online advertising, classic banners still come second – and still grow in overall volume. In my opinion this has several, pretty simple reasons: 1. the production of banners is fast and easily done compared to rich media ads etc. 2. Being produced fast they can be iterated fast as well to get good CTRs and conversions. 3. Banners still “make an impression” compared to pure text links (SEM etc.). Branding works and still needs lots of impressions – besides all other methods of course.
Banners make up the 2nd largest percentage of ads online: 24% of total online ads revenue;
News sites with own discount programs tend to rely on these ads more than 10% in total;
73% of news sites carry discount/coupon ads: only on 23% they make up more than 10% of all;
88% of overall newspaper revenue comes from the print product versus just 12% from the Web;
The newspaper industry still relies on its print products for the majority of its ad revenues;
The biggest single advertiser on news sites is the news organisation itself or its parent;
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