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Advertising.com’s third annual survey of interactive publishers has found that publishers expect increased spending for online branding from advertisers; increased support for video, rich media and behavioral targeting; and continued growth for large creative formats, MarketingVox reports. Publishers expect web-based direct-response advertisers to account for the largest share of online ad spend (58.5 percent), but they anticipate more than 32 percent will come from more traditional, brand-focused advertisers, up from 26.5 percent in 2005.
More than 40 percent of publishers cite branding as their advertisers’ main objective, more than a 100 percent increase over 2005’s percentage. Moreover, for the third consecutive year publishers predict CPM pricing will account for the largest share of revenue in 2006 - up to 45 percent, compared with 41 percent in 2005.
About 67 percent of publishers support contextual advertising, up from 50 percent in 2005 - they are also now supporting brand-focused creative capabilities: Some 76 percent support rich media, up from 69 percent in 2005; 35 percent support video, compared with 25 percent in 2005; about 30 percent rely on behavioral targeting, up from 25 percent in 2005.
Moreover, more than 43 percent of publishers now support streaming content - and among those who don’t, 30 percent plan to do so later this year.
Text ad are cited as the most profitable ad unit for publishers; standard banner ads and large rectangles are expected to be important, with 15.9 percent and 14.6 percent, respectively, predicted by publishers to bring in the most revenue.
Pop-ups are on the decline for the first time in three years and are not expected to be profitable.
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 
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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…
