Online display ads rise by 11%

Online Display Ads rise by 11%

September 2009

Without the benefit of up to date research in Ireland it is interesting to
note that the number of online display ads in Britain has grown by 11% as
companies capitalize on lower ad prices during the recession..

Research, from Nielsen Online, indicates that the number of online display
ad campaigns grew 11% in the second quarter compared to the same 2008
period. Nielsen put the number of display campaigns at 22,794, up from
20,360 the second quarter of 2008.

Similarly, the number of online banner ads rose 16% during the quarter,
while the number of advertisers trying out the medium rose 10% to 9,335. The
biggest increases came from the gaming category (39%) and general ecommerce
(25%).

Despite the overall increase, certain sectors suffered during the credit
crunch. The automotive category saw a 25% decrease in display campaigns,
while gambling ad campaigns dropped 16%, Nielsen found.

The number of online display ad campaigns has grown by 44% since 2006, while
the number of advertisers running display campaigns has increased by 39%,
Nielsen found.

Alex Burmaster, communications director for the UK and EMEA at Nielsen,
attributed the growth to cheaper ad rates and the desire from brands to get
more accountability from their campaigns.

"These two factors can be quite tempting to advertisers who haven't tried
online before and think that this is actually a good time to experiment with
it. With online you can still do quite a bit even if you don't have a huge
budget - particularly if you buy advertising on a cost per acquisition
basis," Burmaster said. 

He added: "The fact the TV audience hasn't grown hugely in the past three
years but online has is why the numbers of both campaigns and advertisers
have increased so much," he said.

Source: Nielsen Online <http://www.nielsen-online.com/intl.jsp?country=uk>
from Digital Intelligence: www.DigitalStrategyConsulting.com
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