The online advertising networks market has more than doubled over the course of this year to reach around £120 million, a new report has found.
A quarter of this will be on advertising network spending, E-consultancy said, much higher than the 19 per cent share in 2005.
“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.”
The news follows ZenithOptimedia research which stated 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.