Friday, September 30, 2011

Online Display Ad Spending Rises, Metrics Need to Catch Up

According to data from eMarketer, U.S. online display ad spending is estimated to reach just under $22 billion by 2015. The 2010 spend was $9.91 million so we can see that the projected spend more than doubles in the next five years. If these figures are correct, display advertising will also overtake search spending.

Much of this growth in online advertising is attributable to online video ad spending, which grew 52 percent from 2010-2011 alone.

As advertising spends online continue to rise, digital marketers must get beyond the basic metrics like CTR and really be analyzing engagement metrics such as time-spent on ad views. Also understanding the correlation between social and online display advertising is becoming more important for seeing the full picture of display ad performance.

What metrics do you evaluate for online display advertising?

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