CORRECTING and REPLACING Online Ad Prices Remain Stagnant for Third Month Straight
2008-07-15 08:43:00
Online Ad Optimizer PubMatic Issues July Ad Pricing Index that
Mirrors Economy’s Holding Pattern
PALO ALTO, Calif.–(EMWNews)–
Headline of release should read: Online Ad Prices Remain Stagnant for
Third Month Straight (sted Online Ad Prices Remain Stagnant for Second
Month Straight).
The corrected release reads:
ONLINE AD PRICES REMAIN STAGNANT FOR THIRD MONTH STRAIGHT
Online Ad Optimizer PubMatic Issues July Ad Pricing Index that
Mirrors Economy’s Holding Pattern
PubMatic (www.pubmatic.com), the
world’s first service that automates and
optimizes ad inventory decision-making for Web publishers, today
released its monthly PubMatic AdPrice Index (www.pubmatic.com/adpriceindex),
an industry-wide measure of online ad network pricing for publishers.
For the third month in a row, the index shows very little movement in
the average price of online advertising from the previous month, lending
credibility to the argument that the slowness in the US economy
continues to affect online ad pricing.
Key Findings:
-
On average, Web site monetization decreased by less than one percent
from $0.37 in May to $.036 in June. *(Pricing data reflects net
publisher monetization via ad networks and excludes ad networks’
share of ad spends as well as inventory sold directly by publishers to
ad agencies or advertisers).
-
By size, small size Web sites had the largest drop to $0.81 in June,
down from $1.13 in May.
-
By vertical, News and Gaming had significant drops, sliding $0.62 and
$0.20, respectively.
-
Entertainment showed the only increase jumping $0.11 from $0.29 in May
to $0.40 in June.
The latest data from the AdPrice Index shows that overall online ad
pricing made a less than one percent change, moving from $0.37 to $0.36,
but there were a few surprises. Small size Web sites (less than 1
million page views per month) in June dropped a significant $0.32 from
May, landing at an average eCPM of $0.81, down from $1.13. Medium Web
sites (1 million to 100 million page views per month), however, made a
moderate $0.13 jump from $0.33 in May to $0.46 in June. Large Web sites
(100 million+ page views per moth) also rose, but only slightly, moving
from May’s $0.21 to June’s
$0.23.
The July PubMatic AdPrice Index findings also revealed that only one
vertical category out of five showed any improvement in their overall
eCPM – Entertainment climbed to $0.40 in June from May’s
$0.29. The biggest drop in the verticals, by far, was News; it went from
$1.10 in May, to less than half of that, or $0.48 in June. Gaming, which
was at $1.00 from the month of May went down in June to $0.80. Social
Networks, the lowest performing category already, went down another
$0.05, going from $0.32 in May to $0.27 in June. The Technology vertical
had little movement, but it was still down; in May its average eCPM was
$0.65 compared to June’s $0.63.
“The July PubMatic AdPrice Index data shows
that while online ad pricing has not dropped significantly overall in
the past few months, it still is not as high as it was a few months ago,”
said Rajeev Goel, co-founder and general manager of PubMatic. “Online
advertising is in a holding pattern like many sectors of the US economy.”
The data released today is part of a series of monthly releases of the
PubMatic AdPrice Index. Showing for the first time ever net publisher
monetization on inventory sold to ad networks, the PubMatic AdPrice
Index provides transparency for the ad industry so that publishers, ad
networks and advertisers can keep up with changes in traffic
monetization and better plan for the future of their businesses.
For the complete July 2008 edition of the PubMatic AdPrice Index, please
visit www.pubmatic.com/adpriceindex.
About the PubMatic AdPrice Index / Methodology
-
The PubMatic AdPrice Index represents net publisher monetization via
ad networks and excludes ad networks’ share
of ad spends as well as inventory sold directly by publishers to ad
agencies or advertisers.
-
The PubMatic AdPrice Index is comprised of over 4,000 Web sites,
approximately 85 percent of which are based in the US. The PubMatic
AdPrice Index is prepared by leading independent statisticians and
industry experts:
-
Albert Madansky, Ph.D. is the H.G.B. Alexander Professor Emeritus
of Business Administration at the University of Chicago Graduate
School of Business, and was the recipient of the 2005 American
Statistical Association Founders Award
-
Michele Madansky, Ph.D. is a media and market research consultant
and former VP of Global Market Research for Yahoo!
-
About PubMatic
PubMatic is the world’s first service that increases Web publishers’
revenue by automating and optimizing ad serving decisions. PubMatic
significantly increases ad sales revenue for more than 4,000 publishers
by optimizing ad serving decisions across hundreds of ad networks and by
using sophisticated algorithms to optimize the layout of text and
display ads. PubMatic is a service of advertising company Komli and is
venture backed by Draper Fisher Jurvetson, Nexus India Capital, and
Helion Ventures. Find out more at www.pubmatic.com.
PubMatic Group |
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