Almost nine out of ten internet (88 per cent) marketing agencies intend to use an online marketing network in 2007, according to new research.
The 2007 Ad Network Study, conducted by Collective Media, also found that two-thirds (66 per cent) of advertisers and agencies intend to up their usage of internet ad networks over the current year.
An increase of 11 per cent in the number of advertisers and agencies intending to use agencies was recorded against 2006’s figures (77 per cent), despite 62 per cent claiming that the proliferation of networks makes it difficult to decide which one to work with.
The main reasons cited by ad firms for using ad networks were the reach of the network (52 per cent) and its efficiency (66 per cent).
This report follows figures released by the Advertising Association forecasting that the UK spent 47.5 per cent more on online marketing in 2006 than in 2005.