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The year has just begun, and carmakers have already snapped up more than 80 percent of available ad space for 2006 on independent, third-party auto research sites, whereas a year ago only half of online ad inventory had been purchased, reports AdAge (via MarketingVox), citing various media buyers and auto-research publishers. Because of the high demand and tight inventory, CPM is up around 20 percent (and up to 30 percent) for prime locations on some third-party car sites; in some cases, the cost of larger, rich media or video units has apparently increased more than 50 percent.
“There are only so many ads you can put on a site,” Julie Ask, senior analyst, Jupiter Research, is quoted as saying. Premier placements on publishers’ homepages have been snatched up first. Also among the hottest sections are new cars, vehicle categories and vehicle make.
Despite the lack of inventory, automakers have not shifted dollars back to traditional media but are instead fighting harder (and paying more) for online ads.
Publishers, in turn, are selling more behaviorally targeted ads. The sites are also significantly upping their video content and planning to spend more on paid search to drive more users to their sites.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
