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Jupiter survey: Media buyers will pay more for premium online ad inventory

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New York--Although online advertising is undergoing its grimmest period to date, a new survey finds that media buyers are willing to pay more money for online ad placements they receive as premium inventory, according to a new Jupiter Media Metrix Inc. study. Fifty-eight percent of media buyers are willing to pay more for premium inventory-for example, a banner ad placed on a high-traffic section of a site-according to the survey, "Premium Inventory: Maximizing Revenue in a Soft Market." Forty-seven percent of those media buyers polled by Jupiter said they have expectations of a higher return on investment when advertising in premium positions. Nine percent of those polled, meanwhile, said that capturing e-mail addresses as a result of their advertising efforts was a priority.
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