Global Online Advertisers Survey

Online Advertisers Survey
In association with the Rubicon Project

Methodology
Online survey in August and September 2011
Second Online Advertisers Survey Report (first one in 2009)
Almost 1,000 online advertising professionals, including
Over 400 advertiser and agency respondents
Nearly 500 online publishers, sales houses and rep firms
Note: A separate Online Publishers Survey Report will be available on Econsultancy’s website from October 2011.

Spending trends
|3
|Course Title

Comparison with 2009– Has your spending on online display advertising gone up or down in the last year?
Note: ‘Facebook advertising’, ‘’Paid search marketing’ and ‘Google display network’ are new options for the 2011 report, so there is no trend data.

Publisher rate card prices
|5
|Course Title

Have the prices on publishers’ rate cards gone up or down in the last year?

Regional breakdown – Have the prices on publishers’ rate cards gone up or down in the last year?

Budget shifts
|8
|Course Title

In the last year, have you implemented any of the following channel shifts?

How display advertising is bought
|10
|Course Title

Do you buy display advertising using any of the following?

What proportion of your online display spend is made through the following? (averages)
Note: Figures do not add up to 100% because options are not mutually exclusive.

Regional breakdown – Do you buy display advertising using any of the following?

Use of data
|14
|Course Title

What proportion of your ad planning and buying is based on data?
Note: Figures do not add up to 100% because options are not mutually exclusive.

Real-time bidding and targeting
|16
|Course Title

What do you see as the advantages of real-time bidding?

What kind of targeting do you use to increase the effectiveness of display advertising?

Regional breakdown – What kind of targeting do you use to increase the effectiveness of display advertising?

Number of online advertising networks
|20
|Course Title

How many different online ad networks do you buy from?

Are you dealing with more or less online ad networks than you were a year ago?

Regional breakdown – Are you dealing with more or less online ad networks than you were a year ago?

Percentage of media plans including ad networks
|24
|Course Title

What percentage of your media plans include ad networks?

What percentage of your media plans include ad networks? (averages)

Criteria for rating networks
|27
|Course Title

What are the three most important criteria for rating an online advertising network?
Note: Respondents could check up to three options.

Benefits of working with networks
|29
|Course Title

What are the benefits of working with online advertising networks?
Note: Respondents could check up to three options. ‘Service levels’ is a new option for the 2011 report, so there is no trend data.

Challenges faced when working with networks
|31
|Course Title

What are the challenges you face working with online advertising networks?
Note: Respondents could check up to three options. ‘Duplication of uniques / media wastage’ is a new option for the 2011 report, so there is no trend data.

Spending with trading desks
|33
|Course Title

How much of your online display advertising budget goes to your agency’s trading desk?

How much of your online display advertising budget goes to your agency’s trading desk? (averages)

Trading desk spend on real-time bidding
|36
|Course Title

What proportion of trading desk spend is spent on real-time bidding? (averages)

What proportion of trading desk spend is spent on real-time bidding?

Number of demand-side platforms
|39
|Course Title

How many different DSPs do you or your agency’s trading desk work with?

Regional breakdown – How many different DSPs do you or your agency’s trading desk work with?

Criteria for rating demand-side platforms
|42
|Course Title

What are the three most important criteria for rating a DSP?

Benefits of working with demand-side platforms
|44
|Course Title

What are the benefits of working with DSPs?

Challenges faced when working with demand-side platforms
|46
|Course Title

What are the challenges you face working with DSPs?

Respondent profiles
|48
|Course Title

Which of the following most accurately describes the company you work for?

All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011.

http://paper.li	54
http://a0.twimg.com	38
http://us-w1.rockmelt.com	7
http://us-w1.rockmelt.com	7
http://twitter.com	3
http://twitter.com	3
https://twitter.com	2
http://bitly.com	2

Global Online Advertisers Survey

by the Rubicon Project

Accessibility

Categories

Upload Details

Usage Rights

8 Embeds 116

Statistics

Global Online Advertisers Survey Presentation Transcript