One in five online display ads in the U.K. were placed via web advertising networks in 2004, generating 41.7 million U.K. pounds ($75.3 million) of ad revenues, according to new research from E-consultancy, reports NetImperative. The 41.7 million figure is based on feedback from the networks themselves and accounts for 18 percent of the (U.K.) IAB's 2004 market valuation for online display ads (232.9 million pounds, or $420.5 million).
E-consultacy predicts that online ad networks will increase revenues 37 percent in 2005, to 57.1 million pounds ($103.1 million), outpacing online display advertising's estimated 32 percent growth for 2005.
Ad networks charge 1-4 pounds (1 pound = $1.8) for a run of network standard display ad buy, or up to 10 pounds for targeted ads. For pop-ups and pop-unders, the CPM rates are 5-20 pounds, while rich media command CPM of up to 30 pounds.
