Study: Media buyers like knowing where ads will be placed

Several recent advertising forecast updates indicate that more ad budgets will be pushed into the online space throughout 2010 as the US economy recovers. Where exactly these budgets will be placed is still a guessing game, but one report indicates that content hubs such as ESPN or webMD may reap larger rewards than advertising networks. Why?

by Kristina Knight

Knowledge. When it comes to online media buys, buyers still want to know where the ads will be place. Not just where on a website or consumer's screen, but what website(s) in general.

According to new research from Advertising Perceptions, on behalf of Collective Media, ad buyers prefer making advertising purchases for specific websites rather than buying through an advertising network. For instance, nearly half of media buying respondents (46%) said they have a website-specific focus when making buys.

The report further finds:

• 52% of media buyers plan to increase content-hub spending
• 35% report they will increase ad network spending
• 46% plan to increase the video ad spend

Still, advertising networks don't need to run for cover. The report does show that ad networks still have their place, with all marketers, in the grand scheme of online advertising. Although many media buyers plan to spend more on specific hubs, a good portion of online ad budgets will still be spent within the ad network frame.

Why?

Buying ad space through an advertising network is simple and gives marketers options. A brand can buy ad space on a number of sports websites, for example, to target a specific demographic with only one or two clicks. Another benefit is the ability to spot-target for campaigns. Targeting women between ages 28 and 35 is relatively simple when purchasing ad space through an ad network because most have targeting information available quickly.

Tags: Advertising network, Advertising Perceptions, Brand, Business, Online advertising, Research, Video, Website