A new study has found that 69 percent of media planners and agencies now use ad networks as part of their digital ad buys, a 24 percent increase from 18 months ago. The primary reason more buyers are turning to ad networks is cost, with two-thirds saying they use networks because of the cheap reach they offer, according to the survey, conducted by ad network Adify Media.
While ad network use has increased over the last year and a half, display spending has taken a dip, including a 5 percent fall in 2009. However, J.P. Morgan predicts display spending will rise 10.5 percent in 2010, erasing last year's negative growth.
Targeting, transparency, and quality are the top three things media planners look for when choosing an ad networks. Creative was the least important capability to media planners, according to the survey.
