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Ad Network Adoption to Grow in '07

Some 88 percent of online advertisers and agencies say they plan to use online ad networks in 2007, and 66 percent say they plan to increase their use of ad networks in 2007, according to online ad network Collective Media's 2007 Ad Network Study, writes MarketingCharts.

The study sought to identify major trends in the use of online ad networks among interactive agencies and advertisers, including why online media buyers exclude ad networks from certain media plans.

Some key findings from the study:

  • Some 77 percent of online advertisers and agencies said they used online ad networks in 2006.
  • Though use of networks and ad spending are growing, 62 percent of respondents said there are too many ad networks, making it more complicated to select which to work with.
  • Nevertheless, the vast majority said ad networks differ from one another, with only 17 percent of respondents saying all ad networks are alike.

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  • How an ad network targets audiences was the top differentiating factor according to over 57 percent of respondents.
  • Reach (at 52 percent) and Efficiency (at 66 percent) were still the key drivers for why agencies/advertisers include ad networks on a buy.

MarketingCharts provides more findings from Collective's study.

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