Adify Data Points To Rising Ad Prices
Highlighting a rebound in ad pricing, the median effective CPM on sites across vertical ad network Adify increased to $6.04 in the fourth quarter of 2009, up from $4.28 in the prior quarter. The minimum espy saw a quarterly increase from $1.55 to $2.36 while pricing at the high end remained essentially unchanged at $8.95, according to the latest quarterly data from Adify.
Among the 11 ad categories tracked on Adify, fashion and beauty enjoyed the biggest gains over the last year -- up 57% to a $4 eCPM, while travel continued to command the highest rate of nearly $9. The study concluded that the fashion audience is spending less on big-ticket offline purchases, but increasing spending on less costly items online such as cosmetics.
The sports vertical had the fastest growth in the last quarter, jumping from a $4 to a $7 eCPM. Adify said the sharp rise in ad pricing in the category wasn't seasonal but the result of attracting high-paying advertisers such as sports drinks, auto, and personal hygiene advertisers.
More broadly, Adify said the number of page views across the network more than tripled in 2009. "This trend is the result of more vertical ad networks adopting the Adify platform, existing vertical ad networks adding sites and content to their network, and increases in traffic to sites within vertical ad networks," according to the report.
The traffic growth also stems from an increase in repeat visitors to sites. The proportion of unique visitors per month that visit an Adify-powered site on a given day increased from 9% to 14% during the last year. The company's platform overall encompasses more than 200 vertical ad networks and 17,000 sites and blogs.
Underscoring the growing interest of agencies and advertisers in branded content, Media Contacts, the interactive media agency of Havas Digital, last week announced a partnership with Adify to develop custom networks on behalf of clients.
Recent Online Media Daily Articles
-
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ... -
Microsoft Rolls Out Ad Pano, Mobile Ad Format June 18, 3:03 p.m.
With the help of the broader ad industry, Microsoft this week is rolling out a mobile ... -
Kiip Debuts Self-Serve Option For Advertisers June 18, 2:23 p.m.
Mobile rewards network Kiip has added a self-serve option for advertisers aimed at attracting more small- and medium-sized ... -
Mindshare Taps Elkins As Managing Director, Digital, West Coast June 18, 1:51 p.m.
Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, ... -
Blogging Stake: WPP Invests In Muzy June 18, 9:12 a.m.
WPP has taken a stake in Muzy Inc., an early-stage micro-blogging service focused on mobile content ... -
MSN, Newsy Partnership To Debut June 18, 7:40 a.m.
MSN on Tuesday is expected to announce a partnership with mobile-focused video news network Newsy. Similar to ... -
ZO Shaves Global Ad Outlook: Says Internet, Especially Mobile, Will Be Greatest Growth Engines June 18, 7:34 a.m.
The global ad economy now is expected to expand only 3.5% this year, according to the ... -
Google Enhanced Campaigns Increase Cost Per Click June 18, 12:05 a.m.
Search advertisers will need to learn how to compensate for rising costs per click as Google ...
Be the first to comment on "Adify Data Points To Rising Ad Prices"
Leave a Comment