New York: The number of unique vertical Internet ads surged by almost 70 per cent in the fourth quarter, as publishers sought to boost online advertising revenues, according to a new report published Monday by research firm Jupiter Media Metrix.Web sites have been looking for ways to become more attractive to advertisers, who have been disappointed with response rates to traditional horizontal Internet banner ads.
However, the Jupiter report said the return on investment for advertisers from the vertical online ads, which are more expensive than their horizontal counterparts, remains uncertain.
According to Jupiter Media Metrix's Ad Relevance unit, vertical online ads cost advertisers $54 for 1,000 impressions - almost twice as much as full-size horizontal banner ads, which cost $28 for 1,000 impressions. A computer user viewing an ad counts as one impression.
It said the average cost of a full horizontal banner fell to $28 from $31 for 1,000 impressions, due to rising ad inventory, falling response rates for direct marketers and a renewed emphasis on a return on investment.
Reuters
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
