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Online ad network spend doubles in '06 says report
The online advertising networks market has more than doubled over the course of 2006 to an estimated £120 million, an E-consultancy report has found.
Advertising network spending will make up around 25 per cent of the overall online advertising sector the report said, significantly higher than the 19 per cent share in 2005.
The networks collate a series of host-websites, allowing media buyers to reach a large number of sites simultaneously and publishers to sell space quickly and simply.
The figures have been published in E-consultancy's 2007 online advertising Networks Buyer's Guide.
"Ad networks have achieved significant momentum over the last few months," said Linus Gregoriadis of E-consultancy.
"Networks are becoming an increasingly important component of online display advertising and this fast rate of growth reflects that.
"Whether for branding or direct response purposes, advertisers see networks as a great opportunity to access the long tail of the internet, giving greater reach and frequency."
Recent ZenithOptimedia research has suggested that online hosting will account for a fifth of all UK advertising by 2009 and ad networks are likely to play an increasing role.
"The influence of networks has gathered pace because of increased recognition that they give media buyers the chance to reach millions of users through a single sales point," added E-consultancy editor Chris Lake.
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