互联网广告：收入猛增，价格走低

    根据美国互动广告局（Interactive Advertising Bureau）发布的半年度报告显示，美国互联网广告总收入目前仍在持续强劲增长，今年第三季度相比去年同期增长了18％。

    然而，由于在线广告价格仍在不断下滑，广告收入增长对于互联网广告发布商个体来说并没有太大意义。尽管数字媒体新闻网站paidContent本周发布声明表示：“越来越多的广告预算正在流向数字空间，很可能很快就会产生解决方案。”也就是说，对互联网广告尚未兑现其早期承诺这个问题的“解决方案”。

    互联网广告总收入的增长当然要比下滑好，但由于这些收入要在这么多的在线广告发布商之间进行分配，而且市场对在线广告的相对有效性的怀疑仍然持续存在，各大在线广告发布商目前仍然在寻找解决方案。而移动广告的情况只会更糟。目前，用户正成批离开桌面电脑，转而趋向使用移动设备，但广告预算尚未出现相应的转移——目前移动广告的价格只是传统互联网广告的一个零头。

    根据互动广告局报道，今年第三季度美国互联网广告收入达到了创纪录的92.6亿美元。这种增长表明，“广告客户正从数字营销中获得强劲的业绩回报，”互动广告局首席执行官兰德尔·罗森伯格在一份声明中说。

    或许如此，但互联网广告的业绩回报还是不如电视广告、甚至也赶不上平面广告。因此，其他这些媒体的广告价格仍然保持着较高的水平。互联网广告在向目标人群投放方面很难获得精确度，而任何特定广告购买的成本取决于一系列因素。但大致情况如下：据市场调研公司弗雷斯特（Forrester Research）估计，一条在线横幅广告的平均CPM（一则广告的每千名受众的成本）为2.66美元。据市场调查公司尼尔森（Nielsen）估计，一则电视广告的平均CPM为24.68美元。

    然而，互联网广告收入预计会在可预见的未来持续增长。广告公司实力传播集团（ZenithOptimedia）近日预计，未来三年内，互联网广告在整个广告行业的收入增长中将占据59％的份额，到2015年将占据接近四分之一的广告市场份额。该公司表示，届时广告总支出将增长15％左右。

    译者：iDo98

    Total revenues from online ads are still headed skyward, up 18% in the third quarter over the same period last year, according to the Interative Advertising Bureau's semiannual report.

    This means little to any individual Internet publisher, however, given that online ad rates are still declining. This despite paidContent's declaration today that "the growing amount of dollars flowing into the digital space is likely to produce solutions soon." "Solutions," that is, to the problem that online advertising has yet to live up to its early promise.

    It's certainly better to have total revenues heading up rather than down, but with those revenues divvied up among so many online properties, and with doubt about the relative effectiveness of online ads still lingering, publishers are still looking for solutions. Things are only worse for mobile ads. Users are flocking away from the desktop and toward mobile devices, but the money isn't -- rates for mobile ads are a fraction of what they are for traditional Internet ads.

    The IAB reported that U.S. Internet ad revenues hit a record $9.26 billion in the third quarter this year. Such growth points to "the strong results that marketers are receiving from digital marketing," IAB CEO Randall Rothenberg said in a statement.

    Perhaps, but those results aren't as strong as they are for television ads, or even for print, which is why rates for those media remain higher. Precision is hard to come by, and the cost of any particular ad buy depends on a host of factors. But for a rough idea: Forrester Research puts the average CPM (cost per thousand viewers of an advertisement) at $2.66 for an online banner ad. Nielsen puts the average CPM for a TV ad at $24.68.

    Online revenue growth, though, is expected to continue for the foreseeable future. The ad firm ZenithOptimedia recently predicted that online ads will represent 59 percent of the industry wide revenue growth over the next three years and will approach a quarter of the market by 2015. Total ad spending, it said, will rise by about 15% in that time.