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互聯(lián)網(wǎng)廣告:收入猛增,價格走低

互聯(lián)網(wǎng)廣告:收入猛增,價格走低

Dan Mitchell 2012-12-21
廣告預(yù)算仍源源不斷地投入到互聯(lián)網(wǎng)上。但鑒于互聯(lián)網(wǎng)廣告帶來的回報仍然比不上傳統(tǒng)媒體,導(dǎo)致它的廣告價格仍然偏低,而且還在持續(xù)下滑。因此,互聯(lián)網(wǎng)廣告總收入增長對于互聯(lián)網(wǎng)廣告發(fā)布商個體而言并沒有多少實質(zhì)性的意義。

????根據(jù)美國互動廣告局(Interactive Advertising Bureau)發(fā)布的半年度報告顯示,美國互聯(lián)網(wǎng)廣告總收入目前仍在持續(xù)強勁增長,今年第三季度相比去年同期增長了18%。

????然而,由于在線廣告價格仍在不斷下滑,廣告收入增長對于互聯(lián)網(wǎng)廣告發(fā)布商個體來說并沒有太大意義。盡管數(shù)字媒體新聞網(wǎng)站paidContent本周發(fā)布聲明表示:“越來越多的廣告預(yù)算正在流向數(shù)字空間,很可能很快就會產(chǎn)生解決方案。”也就是說,對互聯(lián)網(wǎng)廣告尚未兌現(xiàn)其早期承諾這個問題的“解決方案”。

????互聯(lián)網(wǎng)廣告總收入的增長當然要比下滑好,但由于這些收入要在這么多的在線廣告發(fā)布商之間進行分配,而且市場對在線廣告的相對有效性的懷疑仍然持續(xù)存在,各大在線廣告發(fā)布商目前仍然在尋找解決方案。而移動廣告的情況只會更糟。目前,用戶正成批離開桌面電腦,轉(zhuǎn)而趨向使用移動設(shè)備,但廣告預(yù)算尚未出現(xiàn)相應(yīng)的轉(zhuǎn)移——目前移動廣告的價格只是傳統(tǒng)互聯(lián)網(wǎng)廣告的一個零頭。

????根據(jù)互動廣告局報道,今年第三季度美國互聯(lián)網(wǎng)廣告收入達到了創(chuàng)紀錄的92.6億美元。這種增長表明,“廣告客戶正從數(shù)字營銷中獲得強勁的業(yè)績回報,”互動廣告局首席執(zhí)行官蘭德爾·羅森伯格在一份聲明中說。

????或許如此,但互聯(lián)網(wǎng)廣告的業(yè)績回報還是不如電視廣告、甚至也趕不上平面廣告。因此,其他這些媒體的廣告價格仍然保持著較高的水平?;ヂ?lián)網(wǎng)廣告在向目標人群投放方面很難獲得精確度,而任何特定廣告購買的成本取決于一系列因素。但大致情況如下:據(jù)市場調(diào)研公司弗雷斯特(Forrester Research)估計,一條在線橫幅廣告的平均CPM(一則廣告的每千名受眾的成本)為2.66美元。據(jù)市場調(diào)查公司尼爾森(Nielsen)估計,一則電視廣告的平均CPM為24.68美元。

????然而,互聯(lián)網(wǎng)廣告收入預(yù)計會在可預(yù)見的未來持續(xù)增長。廣告公司實力傳播集團(ZenithOptimedia)近日預(yù)計,未來三年內(nèi),互聯(lián)網(wǎng)廣告在整個廣告行業(yè)的收入增長中將占據(jù)59%的份額,到2015年將占據(jù)接近四分之一的廣告市場份額。該公司表示,屆時廣告總支出將增長15%左右。

????譯者:iDo98

????Total revenues from online ads are still headed skyward, up 18% in the third quarter over the same period last year, according to the Interative Advertising Bureau's semiannual report.

????This means little to any individual Internet publisher, however, given that online ad rates are still declining. This despite paidContent's?declaration?today that "the growing amount of dollars flowing into the digital space is likely to produce solutions soon." "Solutions," that is, to the problem that online advertising has yet to live up to its early promise.

????It's certainly better to have total revenues heading up rather than down, but with those revenues divvied up among so many online properties, and with doubt about the relative effectiveness of online ads still lingering, publishers are still looking for solutions. Things are only worse for mobile ads. Users are flocking away from the desktop and toward mobile devices, but the money isn't -- rates for mobile ads are a fraction of what they are for traditional Internet ads.

????The IAB reported that U.S. Internet ad revenues hit a record $9.26 billion in the third quarter this year. Such growth points to "the strong results that marketers are receiving from digital marketing," IAB CEO Randall Rothenberg said in a statement.

????Perhaps, but those results aren't as strong as they are for television ads, or even for print, which is why rates for those media remain higher. Precision is hard to come by, and the cost of any particular ad buy depends on a host of factors. But for a rough idea: Forrester Research puts the average CPM (cost per thousand viewers of an advertisement) at $2.66 for an online banner ad. Nielsen puts the average CPM for a TV ad at $24.68.

????Online revenue growth, though, is expected to continue for the foreseeable future. The ad firm ZenithOptimedia recently?predicted?that online ads will represent 59 percent of the industry wide revenue growth over the next three years and will approach a quarter of the market by 2015. Total ad spending, it said, will rise by about 15% in that time.

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