June 2007
Web Giants Dominate Ad Revenue Rankings - but find YOUR niche
The four leading Internet players – Google, Yahoo, AOL and MSN, together account for 57% of online advertising revenue – and the ‘top ten’ take that figure up to 70%.
This is not surprising as advertising on the search engines alone (often just called ‘search’) accounts for 40% of total expenditure.
The remaining 30% seems relatively small to be shared between the millions of specialist sites competing for revenue but the latest industry analysis, based on recent findings from Marketspace, is encouraging.
Major advertisers use the ‘top ten’ players to guarantee high volume for their online campaigns and will then seek opportunities to reach specific target groups. In this area, newspaper sites which can point to clear readership profiles and, in many cases, specific regional coverage, can rate highly.
The conclusion is simple. Well documented and clearly targeted websites can attract good revenue in today’s market. This is one of the reasons MatchWork is launching a range of new statistical reports as the first outcome of the new Road Map process - for our clients to be able to much better document the value and the results of placing the ads with them. Read more in the next two articles.
MatchWork New Statistical Tool
‘Knowledge is power’ is a saying we all understand and this is very much the thinking behind the new report structure we have developed for MatchWork users.
We have designed a whole new set of reports which will dig wider and deeper into the data available.
The overall objective is to enhance the value of the MatchWork system for our clients and advertisers by providing relevant statistics/effectiveness data to the different users/user roles in order to support the complete spectrum of user processes.
Through these reports, the users gain access to information that enables them to:
· Document the usage of the system – including revenue and ad/CV development
· Identify additional revenue generation activities/follow-up areas, both with regard to internal processes at clients and external activities at advertisers/agencies
These new reports, which are, to a great extent, based on input from our clients therefore address all the key management, sales and marketing issues, enabling our clients to develop evidence-based proposals to support the advertising sales teams and business development and management decisionmaking in every area.
For example, the Advertiser Revenue Report provides detailed information about advertisers’ usage of the system, enabling appropriate action towards individual advertisers, group of advertisers and the total market.
The CV Segmentation Report enables detailed analysis by job categories – an effective way of convincing advertisers to include Matching in order to optimise results.
The Sales Representative Overview Report documents the effectiveness of your sales reps, essential knowledge indeed, while the Mail Agent Overview provides an overview of the development of the frequent users of the online classified ad solution.
These are just a few examples and, in total, over 10 reports will be launched over the next six months. These reports will provide dynamic new perspectives of your online business – enabling effective and timely action across a wide range of issues.
A full briefing on the new report structure is available early September 2007.