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Internet Advertising Revs Break Record
Thursday, April 8, 2010
Steve Smith

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With $6.3 billion in revenues reported for Q4 2009, Internet advertising broke its quarterly record, up 2.6% from the same period in 2008. While the overall spend for 2009 actually declined 3.4% overall, the year ended with a bang, reports the Interactive Advertising Bureau.

For magazine publishers on the Web, the very good news is the resilience and even growth of display advertising in this mix. The spending in fiscal year 2009 was led, as usual, by search advertising ($10.6 billion), which accounted for 47% of all online spend and up from a 45% share the previous year. But display ads ($7.9 million) grew its share of the ad spend from 33% in 2008 to 35% in 2009. Much of that increase was coming from banner and video ads.

This represents a major turnaround from the mood a year ago when plummeting banner ad CPMs sparked talk of the “death of display.” In fact, it seems as if the arguments publishers have been making about the branding value of online display are getting traction among buyers. Anecdotally, we hear more agencies and planners note that branding campaigns through display work in concert with performance media buys like search to drive conversions online. Which is not to say that all display advertising is directed at branding. According to the IAB, revenues from performance-based ads rose from 57% of the market in 2008 to 59% in 2009, while CPM models declined from 39% to 37%.

Of all formats, classified and directory advertising took the biggest hit last year. Its share of overall revenue plummeted from 18% in 2008 to 10% of the total in 2009.

Overall, online media spend has grown from 8% of the ad-supported media (TV, radio, newspapers, consumer magazines and Internet) in 2005 to 17% in 2009, according to the IAB and PricewaterhouseCoopers.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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