The Shifting Patterns In Internet Advertising

Sadagopan's weblog on Emerging Technologies,Thoughts, Ideas,Trends and Cyberworld: "Blogspot , now receives a larger audience of unique users across its million-plus blogs collectively than does the NYTimes.com, according to Alexa. Doubleclick has released this report The decade in online advertising. The report says, comScore Networks, which reports that in February 2005, NYTimes.com had a unique U.S. audience of 5.7 million compared to Blogspot�s 7.6 million. Mainstream advertisers including Absolut, American Express, Audi, British Airways, Fox Searchlight Films, HP, Jose Cuervo, Nike, Sony, Palm, Paramount Pictures, Subaru, Suzuki, Volvo, WHotels and Warner Bros. are among the advertisers running ads on these and other blogs.

According to comScore analysis prepared for DoubleClick, Yahoo! alone generated 12% of all page views among the top 16,000 domains in the U.S. market in February 2005. Together, the top 100 domains generated 58% of the total page views in the market. The bottom 15,500 sites collectively generated 25% of those page views That last group may or may not sound like a lot.

Some interesting list of key metrics that advertisers are using to justify their internet ad spending:
• post-click conversions
• cost per conversion
• unique reach of ads delivered
• average frequency of exposures
• frequency-to-conversion ratio
• ad exposure time (rich media)
• ad interaction rate (rich media)
• brand impact lift vs. control ad (including ad recall, brand awareness, message association, brand favorability, purchase intent)
• view-through rate (i.e., delayed visits to advertiser’s site without a direct ad click-through)
• share of voice
• web page eye tracking
• offline sales lift
• cross-media-mix econometric modeling "