ADOTAS – Pretty assured in the belief that ad networks are on the decline? Well, the second annual Online Advertisers Survey Report from Econsultancy and supply-side platform The Rubicon Project suggests quite the opposite, with networks receiving an average of 55% of the average media plan compared to 31% cited in a 2009 Econsultancy report.
And the spend is going more places — 43% of respondent said they work with at least five different ad networks compared to 30% who said the same two years ago. Thirty-four percent said they buy media from between five and 10 networks, while 46% said they were going to more networks than last year.
More than a thousand online advertising pros were queried about their display practices, but the report is particularly focused on results from 400 (presumably important) advertisers and agencies. The meatiest bits?
• 68% of media buyers in the U.S. and 57% of those in Europe said they had increased their display spend during the last year, with about a quarter commenting that they had shifted some of their search budgets into display.
• 23% of respondents (39% in the U.S.) said they use at least one DSP, with 82% of that group saying they use more than one — 15% were utter whores, working more than four at the same time. For buyers using DSPs, that channel takes up an average of 32% of the media plan.
• Improved targeting was seen as a key benefit of working with a DSP by 64%, followed by real time campaign insights (60%) and impression-level bidding (53%). Lack of available inventory and service were cited as challenges by 54% and 51% of respondents, respectively.
• 34% of agency trading desk spend goes through RTB (41% in US and 34% in Europe), but 37% of the respondents said their trading desks throw less than 20% of media spend at RTB. Interestingly, 17% of advertisers and agencies didn’t allocate any display advertising budget to trading desks.