Banner Blindness Leads To Lowballing

According to Valleywag, “prices in the online advertising’s world bargain bin are cratering.”
Owen Thomas of Valleywag writes:

The business of brokering ads is failing advertisers and publishers. Advertisers don’t want to spray their ads across the Web; they want to target them to the right audiences. Publishers, meanwhile, would like to see their products earning uninsulting rates. But what is sold cheaply is valued little.

Valleywag cites this PubMatic report, which claims that Web site monetization dropped by 23 percent in April.
Among the verticals, Social Networking led the plunge with monetization dropping 47 percent. Entertainment monetization dropped 17 percent. Gaming and Sports were down marginally (4 percent and 5 percent, respectively). Technology remained relatively flat, but is still off January highs.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.