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Daniel Anstandig, VP Adult Formats/
McVay Media
Daniel's experience includes stints as General Manager at DAER Radio, Program Director of Jim Brickman's syndicated show, and various on-air stops. Among the clients Daniel has consulted are Clear Channel Radio Interactive and their 800+ online brands, recording artists Jewel and John Tesh, Mental Floss Magazine, The White House Commission on Remembrance, Internatonal Publisher Glencoe-McGraw Hill, Sonrise, Clear Channel R&D, TM Century, Legato Cafe, and various AC, Hot AC, and Christian broadcasters around the country. Daniel also serves on the Board of Directors for Radio Conclave.
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The Interactive Advertising Bureau, along with Price Waterhouse, is claiming 7.9B in first half revenues, over half of which it pulled in during Q2. The Q2 total of 4.1B was a 5.5% pick-up over Q1, and the medium is 37% ahead of where it was at the halfway point of 2005. The multi-category category breaks down its gains by type as follows: Search ads were up 40% to 3.164B; display advertising (rich media, ad banner/displays, sponsorship and slotting fees) was up 31% to 2.413B; classifieds were up 20% to 1.582B; referrals/lead generation was up 7% to 592M; and email advertising was up 2% to 158M. Still, research firm eMarketer is detecting a slowdown in the pace of growth, according to Adweek.com. It's looking for a 26% gain to 16B by year's end, and a $21B total for 2007.
RBR observation: All hot new ad categories follow the same arc. They can't help it. If it is a viable medium at all, its early growth is exponential as income has minimal comps in prior measuring periods to deal with. If it is a viable medium, its bottom line will continue to grow even as the once-gaudy comparison percentages start to level off. However, online is likely to face the same problem facing all media at this point: The increasing difficulty of getting the attention of a large audience in an increasingly fragmented world. Adweek also notes that, like other media, online is facing difficulty with metrics, and as we all know, media planners and buyers are extremely interested in ROI, and they want as much transparency as possible. Many broadcasters have tracked missing dollars to online, and think that the novelty factor is leading to experimenting, draining away business that broadcasters might have claimed otherwise. Some expect that a lot of these experiments will fail and the money will start coming back. Will it? Stay tuned.
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