In our Jan­u­ary Pub­lisher Trends we noted that Video Pub­lisher Impres­sion share declined sig­nif­i­cantly from Decem­ber lev­els. The story of Feb­ru­ary is that social media is the fla­vor of the month, with one-third of Dis­play impres­sions in the US com­ing from this Pub­lisher type. To put this into per­spec­tive, this is almost dou­ble the level of Decem­ber 2010.

Fig­ure 1 shows the dif­fer­ent Pub­lisher types com­pared against each other, and Fig­ure 2 shows actual numer­i­cal per­for­mance per Pub­lisher type and how they trended MoM (month over month).

Fig­ure 1: US Dis­play Pub­lisher Cat­e­gory CPMs – Feb­ru­ary 2011
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Fig­ure 2: US Dis­play Pub­lisher Type Trends
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Apart from the social wave, what is also read­ily appar­ent is the lower CTRs (click-through rates) in Feb­ru­ary across all Pub­lisher types. We noted in our Feb­ru­ary 2011 Dis­play Trends release that impres­sion lev­els were up 13% MoM and 273% YoY (year over year). So Effi­cient Fron­tier adver­tis­ers are increas­ingly under­stand­ing the inter­ac­tion between Dis­play and other dig­i­tal chan­nels like SEM and social media, which is con­tribut­ing to increased mar­ket­ing expen­di­ture in Dis­play due to the over­all dig­i­tal ROI (return on invest­ment) ben­e­fit. Addi­tion­ally, while the pro­por­tional share of dif­fer­ent seg­ments might vary, over­all vol­ume is cer­tainly grow­ing sig­nif­i­cantly for EF US Adver­tis­ers in Display.

In the wider Dis­play eco-system, with many high-quality pub­lish­ers divert­ing ever­more of their non-guaranteed Dis­play inven­tory to pri­vate exchanges man­aged by Sup­ply Side Plat­forms (SSPs) like AdMeld, Rubi­con, Pub­Matic, etc., it is imper­a­tive that savvy mar­keters are pay­ing the opti­mal amount for Pub­lisher inventory.

Chris Jacob

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