Online Ad Clutter
According to AdRelevance data released today at the Jupiter Media Forum, entertainment and society websites ran the highest percentage of self-promotional ads (30%) among ad supported websites. Jupiter analysts assert, however, that sites using too many house ads dilute their advertisers' messages, at a time when they badly need to be proving a return on investment (ROI) to those advertisers.
Jupiter analysts project that consumers will face an average of 950 marketing messages per usage day by 2005. The cluttering of messages can affect the performance of ads and will hurt Web publishers as pay-per-performance pricing increases, say Jupiter analysts.
Twenty-two percent of ads on news and information Websites during the fourth quarter of 2000 were house ads, compared with 19% on portals and search engines, according to AdRelevance data. Only portals did not experience an increase from the third quarter.
AdRelevance data show that house advertising levels inched upward all year, hovering around 15% early in the year and rising to 28% by the end of the year. According to Jupiter analysts, that increase can be partially attributed to a growing Web audience that create a need for media companies to fill gaps on Web pages.
"Market negativity has increased the need for advertisers to realize greater ROI from their online campaigns. The cluttering of marketing messages on Websites has inhibited performance for online advertising and placed publishers in peril," said Mike May, research director and senior analyst for Jupiter Media Metrix.
"House ads can serve a legitimate purpose for media companies, but they need to limit those that are used as mere placeholders and instead focus on demonstrating the value of the medium to their clients, and the industry at large. To reduce clutter, Web publishers should use house ads more strategically, freeing up opportunities for their clients to shine."
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
Be the first to comment on "Online Ad Clutter"
Leave a Comment