Online Ads - flight to quality?

Monday, November 3. 2008

Online Ads - flight to quality?

SAI has stats on online Ad rates and their relative shifts . Overall its an 11drop, despite large gains in some verticals (I've copied the graphic below):

Rate of change of Ad Rates from Rubicon partners

Takeaway - online ads are shifting to online quality audiences (ie those with money) - look at how News and Reference have risen, SocNets, Young Adults and Entertainment have dropped. One of the things that has intrigued me about Planet Adland in recent years is the relentless chase after yoof when the money is with the boomers (and internet penetration is now high enough to belie the argument that only the young use the 'Net.)

Apparently this is because (I am told) Ad agency people either are young, or still want to be, and don't like doing Ads to older people. I suspect this will change over the Crunch years, and may be a permanent structural change in the industry after that.

Posted by Alan Patrick at 14:36 | Comment (1) | Trackbacks (0)

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Not a permanent change, but cyclical: next boom a new lot of young people with exactly the same attitudes will appear.

Also, the boom years meant young people had pretty good incomes, and a willingness to borrow and spend, so were a more valuable market than normal.

#1 Graeme (Homepage) on 2008-11-03 18:26 (Reply)

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