The Internet Advertising Bureau’s numbers for U.S. online advertising for the first half are out. According to the IAB and its partner-in-data PricewaterhouseCoopers, overall sales were up 23 percent to nearly $15 billion. Both search ($7.3 billion) and display sales ($5.5 billion) grew at 27 percent rates, while classifieds and email both shrank. Cost-per-click revenues outpaced impression-based brand advertising. It’s pretty clear that TV spending is not shifting online, even with the growth of potential branding inventory like online video or social media. But there’s no question that online is much healthier – even in a lousy economy – than other media.
Last week, Yahoo, AOL, and Microsoft reportedly pitched a premium advertising exchange to advertisers and brand-name publishers. The object would be to raise the value of their ad inventory and compete more effectively against Google and Facebook. Could this trio of portals pull it off and rejuvenate their sluggish businesses?
Thanks to a new product from Nielsen and Facebook, the Internet could be on the cusp of become a first-class citizen in the advertising world for good. But there’s just one problem: Do Facebook users want to be part of a Nielsen family?
Online advertising revenues reached a record $26 billion in 2010. That represents a 15 percent increase over last year’s anemic showing as advertisers continue to snap out of a recessionary haze and ramp up ad buys.