In a recent online study conducted by InsightExpress for Deutsche Bank in conjunction with MediaPost, it revealed that online ad spend has increased in the second quarter by 13.8 percent from the first quarter.
Marketing Vox added that "the cost of premium inventory increased 6.6 percent, run of network costs were up 2.7 percent and paid search was up 1.3 percent, according to the seventh quarterly study of media professionals."
Almost 80 percent of the media executives enlisted in the study said that their clients spent more on online advertising in the second quarter than in the first quarter.
Another change in the second quarter was that some of the larger portals were more popular with the media buyers. Almost a third of the spend was on them. Yahoo received (15 percent), MSN (10 percent), and AOL (7 percent).
Good news for online marketers is that pretty much the same amount (31 percent) was paid out to niche sites. Although they included popular niches like ivillage, it also took in all others.
This is the area that has a lot of potential for the smaller online marketer. Don't be afraid to expand beyond your Adsense strategy. Companies are looking for places they can put their money online. The current demand isn't able to be filled yet. Google itself is said to have left around a billion dollars in unfulfilled placement on the table.
Another reason this could be a real opportunity is that companies are getting skittish with all the talk about click fraud. Offering the other options than the click ad type of strategy to advertisers, is an added marketing tool you can use.
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