Today the IAB/PricewaterhouseCoopers’ Internet Advertising Revenue Report came for the first half 2009. One thing that gets my attention is the trend that Performance (CPC, CPA, etc.) is continiusly increasing and at the same time CPM is declining (been like this since 2006).
From IAB Internet Advertising Revenue Report 2009-10-05.
So it seems like the ad-budgets are moving towards Performance. Is this only natural logic? Now when technology has made it possible to find the ”good half” according to John Wanamaker’s saying:
”Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Still the bulk of the performance spending is on search words, but how long will it take for Google to change that? Two weeks ago Google annonouced that they will move the AdWords bidding mechanism to display ads in DoubleClick and create an ad exchange. And thereby ”…enables publishers to get the most value out of their online content…”.
This will probably put more pressure on CPM prices (despite Google’s saying that it will increase revenues for publishers).
Market share Impressions 2009-10-01 according to BuiltWith.
I’ll keep an eye on the development of DoubleClick’s market share.
