I ran across this excellent article from the WSJ on web advertising. They argue that in a recessionnary economy, marketers would be foolish to move ads away from premium content portal (NYT, ESPN) to secondary portals (ad networks)The extensive study from WPP shows:
- CPM for ad network can sell for less than $1
- While CPM for web publishers can sell for $10 upwards
- rates have began falling for display ads (by 17% this year)
- overall spending on online advertising will drop 3.2% this year
- ad network
The study does not mention pay-per-click marketing. It will be interesting to know where it provides biggest bang for the buck as Google decreased costs for content network (as opposed to search engine portals).
