Het goede nieuws is dat na twee magere jaren de online advertising weer zal toenemen. Het slechte nieuws is dat het herstel langzaam zal gaan. Een paar aardige feiten uit een recent eMarketer.com rapport.
Up-and-Coming Online Ad Vehicles
Even during 2001?s downturn in US online advertising spending, positive results came from three online vehicles: keyword searches, classifieds and rich media.
As advertisers pulled back from established and still heavily invested formats such as banners, how did these vehicles buck the trend?
Search Engine Marketing
Considering the popularity of online searching, the growing use of search sites for marketing is almost a no-brainer. Advertisers find that keyword searches are an effective way to position their brands and products?effective since next to e-mail, it is the most common activity for US internet users.
The well-established popularity and necessity of search sites among consumers is clearly translating to marketing choices. According to DoubleClick?s ?Spring 2002 Marketing Spending Index,? search engine optimization is nearly tied with banner ads as the most used online ad vehicle, cited by 67% and 68% of respondents, respectively, with keyword searches not far behind at 57%.
Online Classified Ads
Of the three online ad vehicles that expanded in 2001, more dollars were put into classified advertising than into either paid search or rich media. Not as chic or sexy as those other two vehicles, classifieds are more like a good pair of jeans?necessary, basic and inexpensive.
Jupiter Research?s 2001 estimate for online classifieds?$1.06 billion?is about the same as the $1.15 billion figure from the Interactive Advertising Bureau and PricewaterhouseCoopers. Projecting over several more years, Jupiter sees a steady climb for online classified spending, ready to pass the $2 billion mark by 2006.
Rich Media Expansion
Perhaps tracking rich media as a separate online advertising vehicle will go the way of the pure-play internet company: rarely done well and often misleading about underlying value.
In fact, ?the term ?rich media? may have outlived its usefulness,? as Bill McCloskey, founder and CEO of Emerging Interest, wrote in the Interactive Advertising Bureau?s e-newsletter. ?The tools and techniques of rich media are now such an integral part of e-mail, floating ads, in-page ads, wireless, ITV and every other emerging marketing platform, that trying to isolate it apart from the delivery platform?and the reporting, targeting, and optimization techniques and technologies that surround it?is almost meaningless.?
Nevertheless, rich media ingredients tend to make online ads more effective. DoubleClick?s June 2002 release of its ?Ad Serving Trend Report? revealed significant variations between click-through rates of rich media ads, at 2.4%, and conventional online ads, six times less at 0.4%. These results were based on an average of 400 million rich media ads DoubleClick serves daily, out of 2 billion total.