IAB: Search Doing Well, Metrics Meeting Outcome
The Interactive Advertising Bureau seems to be trying valiantly to stay at the top of the news this week. They’ve released their 2006 Internet Advertising Revenue Report and the results from last week’s closed meeting with Nielsen//NetRatings and comScore.
2006 Internet Advertising Revenue Report: Search is Looking Good
The IAB’s report for last year says that search is looking good: 40% of online ad revenues came from paid or natural search. Search advertising revenues came to $6.8 billion, which is higher than 2005’s $5.1 billion, even though search dropped off an entire percentage point (gasp) from 2005.
Other areas they looked at: “Display advertising, Classifieds, and Referrals accounted for 32 percent, 18 percent, and 8 percent of 2006 full year revenues respectively.”
The full study is available in PDF form.
Earlier this week, the IAB reported the outcome of their meeting with comScore and Nielsen//NetRatings last week. What was the outcome? Both comScore and Nielsen//NetRatings have not only agreed to submit to third-party audits, but were actually already varying stages of the audit process.
The IAB’s original open letter charged that the panel-based methodologies that comScore and Nielsen use were outdated in a day of full and almost real-time measurement. In their responses, Nielsen and comScore were both confident that audits would reaffirm the validity of their measurements, despite the wide differences between the two services’ numbers.