Most executives surveyed predicted an increase in both premium display ad prices and run-of-network prices. For premium inventory, 71 percent of respondents forecast a price increase: 51 percent predicted modest increases of 1 to 10 percent, while 20 percent believed increases would be higher than 10 percent. Likewise, 60 percent of respondents predicted a price increase for run-of-network inventory: 44 percent predicted increases in the range of 1 to 10 percent, and 16 percent believed the prices would increase by more than 10 percent.
Respondents similarly predicted a second-quarter increase in cost- per-click fees. Seventy-two percent said they expected the price-per-click to rise: forty-seven percent predicted an increase of 1 to 10 percent, and 25 percent believed that costs would rise by more than 10 percent.