Here's something interesting:
Iconocast - Ad Network Frenzy
By Michael Tchong
The overwhelming majority of ad sites are represented by
some type of ad network or rep firm. The biggest network,
with more than 200,000 member sites is LinkExchange. The
revenue leader, however, is DoubleClick, which billed $20
million in the first nine months of 1997. DoubleClick plans to
raise $27 million in an IPO that values the company at $228 million.
On the heels of DoubleClick's IPO came the announcement that Petry
Interactive, Katz Millennium and Interactive Imaginations will merge into one
company called 24/7, that will serve an estimated 500 million ad impressions
each month. 24/7 has attracted an investment of $10 million from such
institutional investors as Big Flower Holdings, Prospect Street NYC Discovery
Fund and Travelers Insurance Company, a subsidiary of the Travelers Group.
Last week, SOFTBANK Interactive Marketing was sold to an outfit called
Zulu-Tek, which reportedly is a penny-stock company [one SOFTBANK
client has already decided to bolt from the new organization.]
The top 10 networks, based on sites represented are:
Rank
Network
Sites
1
LinkExchange
200,000
2
24/7
3,400
3
RealMedia
300
4
DoubleClick
70
5
SOFTBANK Interactive
Marketing
27
6
Venture
Communications
25
7
ADSmart
21
8
CLIQNOW
18
9
Winstar
18
10
WebRep
15
Source: 1997 AdKnowledge/1998 ICONOCAST
RICH MEDIA STUDY
According to a Grey Interactive/ASI Interactive Research study sponsored by
Intel, SOFTBANK Interactive Marketing and the Advertising Research
Foundation, interstitial ads that "pop-up" on screen have a recall rate of 76
percent. This compares with "only" 51 percent for banner ads. [It's not clear to
us what these figures mean exactly. We will find out and report additional details
in the future.]
These interstitial ads also generate a 44 percent higher click-through than
banner ads. Interestingly, among the study's 2,400 respondents, 56 percent of
consumers felt positive about online advertising, compared to only 26 percent of
business users.
Related Links
Grey Interactive/ASI Interactive Research
Michael Tchong is editor of The Iconocast, an e-mailed newsletter.
He may be reached at michael@iconocast.com
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