DoubleClick Inc. announced the release of its "Decade in Online Advertising" paper.
The study charts the rise, fall and resurgence of online ad spending over the last 10 years. The report also expounds upon current and future trends. DoubleClick found that the demand for online advertising is booming among mainstream advertisers, but growth among new U.S. Internet users and page views they generate is slowing.
DoubleClick says that there is a critical change in the dynamics of supply and demand of ad inventory.
"With competition for online ad inventory fast increasing, marketers will have to better optimize their media buys and closely examine all available metrics to measure performance. Further, in order to better engage consumers, advertisers will have to strive to be more entertaining, more informative, more relevant and more in tune with customers," says Doug Knopper, SVP, ad management, DoubleClick
The report also found that media companies and advertisers must adapt to consumers' demand for control. The report mentions topics such as TiVo, blogs and podcasting.
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