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There is a newer version of this report available: Online Advertising Survey 2013

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The Online Advertising Survey, produced in association with advertising technology company the Rubicon Project, is made up of two reports based on a survey of almost 1,000 online advertising professionals (advertisers and publishers) carried out in August and September 2011.

This research is supported by the AOPIAB EuropeIAB UK and IAB France.

The Online Advertisers Survey Report is a useful overview of the online display advertising environment. It contains information about spending trends, the use of ad networks, types of targeting and use of data. The research also examines the impact of real-time bidding and the increasingly important role played by online advertising exchanges, demand-side platforms (DSPs) and trading desks. 

The Online Publishers Survey Report, based on a survey of nearly 500 online publishers, sales houses and rep firms, looks at online display advertising revenues, use of targeting, the impact of real-time bidding, and the role played by supply-side platforms, online advertising exchanges and trading desks. The research also examines the level of understanding and concerns about data privacy laws.

This report also contains the findings of a separate survey of online advertising networks, which explored their use of real-time bidding and the extent to which networks invest in RTB technology.

Both reports are also available as PowerPoint presentations.

The Online Advertisers Survey Report is divided into the following sections:

  • Online advertising: buying and spending
  • Real-time bidding and targeting
  • Online advertising networks
  • Trading desks and demand-side platforms

The report highlights include: 

  • More than half of advertisers have increased spending on online display advertising (58%), paid search marketing (57%) and the Google Display Network (54%) in the last year.
  • The fastest growing area of investment is Facebook advertising, where almost three-quarters of respondents say they have increased spending in the last 12 months.
  • On average, the proportion of online display budget spent through DSPs is 32% and around a third of trading desk spend (34%) goes on real-time bidding.
  • The vast majority of advertisers (including agencies) are working either with more networks than last year (46%) or the same number of network partners.

Online Advertisers Survey Report - Table of contents

  1. Executive Summary and Highlights
  2. Foreword by the Rubicon Project
  3. About Econsultancy
  4. About the Rubicon Project
  5. Methodology and Sample
    1. Methodology
  6. Findings
    1. Online advertising: buying and spending
      1. Spending trends
      2. Publisher rate card prices
      3. Budget shifts
      4. How display advertising is bought
      5. Use of data
    2. Real-time bidding and targeting
      1. Advantages of real-time bidding
      2. Use of targeting
    3. Online advertising networks
      1. Number of online advertising networks
      2. Percentage of media plans including ad networks
      3. Criteria for rating networks
      4. Benefits of working with networks
      5. Challenges faced when working with networks
    4. Trading desks and demand-side platforms
      1. Spending with trading desks
      2. Trading desk spend on real-time bidding
      3. Number of demand-side platforms
      4. Criteria for rating demand-side platforms
      5. Benefits of working with demand-side platforms
      6. Challenges faced when working with demand-side platforms
  7. Appendix: Respondent Profiles
    1. Annual company turnover
    2. Geography
    3. Business sector

The Online Publishers Survey Report is divided into the following sections:

  • Online revenue and charging
  • Real-time bidding and targeting
  • Online advertising networks
  • Supply-side platforms
  • Online ad exchanges
  • Data privacy

The report highlights include:

  • Three-quarters of respondents say their online display advertising revenues have gone up in the last year.
  • On average, real-time bidding has given publishers 20% uplift on their remnant revenue.
  • Around two-thirds (66%) of publishers surveyed sell inventory through online advertising networks.
  • One in 10 publishers say they have a private ad exchange live, with a further 35% saying they are planning one.
  • Around half of publishers (49%) are worried about changes to privacy laws, including 6% who are very worried.

Online Publishers Survey Report - Table of contents

  1. Executive Summary and Highlights
  2. Foreword by the Rubicon Project
  3. About Econsultancy
  4. About the Rubicon Project
  5. Methodology and Sample
  6. Publisher Findings
    1. Online revenue and charging
      1. Has revenue from online display advertising increased or decreased?
      2. Rate card prices – have they gone up or down?
      3. How display advertising is sold
      4. Use of ad serving platforms
    2. Real-time bidding and targeting
      1. Display inventory sold on a real-time bidding basis
      2. Proportion of remnant display inventory sold on an RTB basis
      3. Proportion of remnant display revenue coming from RTB
      4. Increase in remnant revenue as a result of RTB
      5. Use of targeting
      6. Selling audience extension packages
      7. Impact of trading desks
    3. Online advertising networks
      1. Number of networks that publishers work with
      2. Are publishers working with more or less networks than a year ago?
      3. Proportion of display advertising inventory which goes to ad networks
      4. Proportion of display advertising revenue which comes from ad networks
      5. Challenges faced when working with networks
      6. Are publishers willing to accept a higher CPM if ad networks are allowed to drop cookies on their users?
      7. Reasons for not working with networks
    4. Supply-side platforms
      1. Benefits of working with supply-side platforms
      2. Challenges faced when working with supply-side platforms
      3. Reasons for not working with supply-side platforms
    5. Online ad exchanges
      1. Use of private ad exchanges
      2. Revenue and lift on yield
    6. Data privacy
      1. Impact of data privacy laws on revenue
      2. Implementation of Online Behavioural Advertising (OBA) compliance
      3. Understanding of data privacy law and its implications
      4. Concerns about changes to data privacy laws
  7. Ad Networks Survey Findings
    1. Inventory purchasing
    2. Real-time bidding
      1. Investing in real-time bidding technology
      2. Use of real-time bidding for buying and selling
      3. Using a supply-side platform exclusively for real-time bidding
  8. Appendix 1: Publisher Respondent Profiles
    1. Annual company turnover
    2. Proportion of revenue coming from online advertising
    3. Geography
    4. Unique visitors
    5. Business sector
  9. Appendix 2: Ad Networks Respondent Profiles
    1. Geography

Download a copy of the reports to learn more.

Free samples are available for those who want more detail about what is in the reports.

Downloads

  • Pdf SAMPLE: Online Advertisers Survey Report (575 KB PDF)
  • Pdf SAMPLE: Online Publishers Survey Report (656 KB PDF)
  • Pdf Disabled Online Advertisers Survey Report (1.08 MB PDF)
  • Powerpoint Disabled Online Advertisers Survey Presentation (2.02 MB Microsoft PowerPoint)
  • Pdf Disabled Online Publishers Survey Report (1.94 MB PDF)
  • Powerpoint Disabled Online Publishers Survey Presentation (2.26 MB Microsoft PowerPoint)
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