More of Online Ad Budgets Go to Local Sites
19 Oct 2005Media executives allocated more of clients' online adspend to local media websites in the third quarter than earlier in the year, according to a Deutsche Bank/MediaPost survey of media executives regarding their clients' use of online advertising, writes MediaPost. Media buyers and planners reported spending 18 percent of clients' online display ad budgets, compared with 13 percent in the first two quarters, on local media, including local TV, radio and newspaper sites.
Google captured more than half of paid search spending - 51 percent. Yahoo Search Marketing (Overture) took 29 percent, and MSN 6 percent. Ironically earlier studies from Online Statistician found Google paid search provided the least ROI of the three.
The largest share of display spending on portals went to Yahoo at 12 percent. MSN accounted for 8 percent, AOL for 5 percent. Targeted content sites received 34 percent of online display ad budgets.
