Online Ad Rates Fall 23 Percent
Small Web sites doing well
The economic slowdown in the U.S. is starting to impact the online advertising industry, with overall monetization down 23 percent according to ad optimization company PubMatic's second monthly Adprice Index.
The index is based on data from more than 3,000 publishers and billions of ad impressions.
Large Web sites performed the worst while small Web sites were able to maintain their monetization rates. eCPMs (effective cost per thousand impression) for large Web sites (more than 100 million page views per month) dropped significantly by 54 percent from 38 cents in March to 18 cents in April
Medium Web sites (1 million to 100 million page views per month) were almost flat, with monetization sliding from 34 cents in March to 33 cents in April. Small Web sites were able to improve their monetization, increasing from $1.18 in March to $1.29 in April.
Social networking led the way in the decline with monetization falling 47 percent, from 37 cents in March to 19 cents in April. Entertainment monetization fell 17 percent from 40 cents in March to 33 cents in April. Gaming and sports were down 4 percent and 5 percent, respectively.
Technology stayed relatively flat at 83 cents in April compared to 82 cents in March.
In April, 77 percent of small Web sites collected net publisher eCPMs from ad networks of under $1, compared with 95 percent of medium Web sites and 100 percent of large Web sites.
Search Bing From Hotmail Inbox to Insert ContentBing Added to Quick Add Feature
-

Real-Time Search Engines Rush to Fill New Need
Twitter has produced a hot new trend: real-time search. -

Google's OS to Challenge Microsoft?
Googlers Sundar Pichai and Linus Upson announced on Wednesday that... -

Is Twitter Scaring Google?
There have been multiple reports that Twitter could replace Google. -

User Authentication Services: Good or Bad?
Products such as OpenID, Facebook Connect, and Google Friend Connect...
How To: Excel At Excel For SEM... Search Engine Land
Economy Weighs on Earnings TheStreet.com
Forecaster of the Month:... MarketWatch
Controversy Dogs Akamai TheStreet.com: Business Wire
iEntry 10th Anniversary
RSS
Newsletter
Advertising





















5 Comments
thanks for your article.
Was that english?
Was that english?
It seems counter-intuative
It seems counter-intuative that small websites should be doing slightly better while bigger sites are suffering if the reason is the economic turndown.
It seems likely to me that the slowdown is only part of the story, I believe that there is also a move to more parity in search results which is benefitting smaller sites.
Ad Conversion versus purchase intention
What is interesting to me is not that the ad levels have dropped, which is understandable due to the slump, but the rates at which various channels of those ads have dropped more than others. Social networking drops the most since it is the least targeted form of ad marketing out there. While it has at times the largest audience, the conversions are far less than more conventional channel marketing.
so how does this affect
so how does this affect yahoo, msn or google?
Post new comment