Marketers looking to cash in on the increasing number of people doing
their Christmas shopping and research online has seen a 34% increase in
CPM prices in the fourth quarter of 2009 according to the Rubicon Project's Q4 Market Report.
CPM's across the Rubicon 20 index, which measures CPM,
revenue and traffic volume against twenty high traffic web properties,
found that the increase was primarily due to holiday ad spending and
traffic drivers including celebrity news.
“Based on the serious spending increases from advertisers and
innovation on both the supply and demand sides of the equation in the
fourth quarter of last year, we believe 2010 is going to be a strong
year for the digital advertising industry.” said Craig Roah, COO and Founder.
Separate research from intelligence company ComScore
backed up the holiday rush figures, showing a surge of traffic to
retail sites in December, finding three out of five Australians used
visiting retail sites in December.
“The online channel is an increasingly important component of
retailers’ holiday strategies with a growing number of consumers
turning to the Web for comparison shopping and purchasing convenience.” said Will Hodgman, comScore executive vice president for the Asia-Pacific region
To access the full Q4 2009 Online Advertising Market Report can be accessed
here (registration required).
