3 September 2009 in ExchangeWire EMEA 1 Comment

What Is The Secondary Premium Display Market?

The ThinkEquity report on non-premium display earlier several months ago discussed, at length, the opportunity for publisher in the secondary premium market. Secondary premium has similar features to premium. It is sold with similar guarantees such as placement and performance, but is not handled directly by publisher’s sales team.

Content providers will always sell premium advertising like site take-overs and bespoke branding opportunities, but the report indicates how important it is to have a strategy for this new emerging market.

The secondary premium market is said to be worth about fifteen billion dollars globally. So who is helping publishers monetise inventory in the European secondary premium market? Most of the top-tier ad exchanges and yield optimisers are offering platforms to increase revenues from this multi-billion dollar area.

The chart below borrows heavily from the ThinkEquity report, but has been given a makeover for the EMEA market. It illustrates where present vendors (excluding ad networks) are positioning themselves in this growing part of the display market:

Non-Premium Display Adverising

Ad Exchange, Ad Trading, Online Advertising, Publisher, Yield Optimisation
  • http://www.RubiconProject.com Kara Weber

    Our free Q109 Market Report (http://www.rubiconproject.com/market-intelligence) includes an in-depth analysis of secondary premium. It is an exciting landscape – but only if publishers leverage the full array of sales channels available to them.

    Every publisher that lacks a smart channel management strategy to address the different types of guaranteed and non-guaranteed inventory is leaving money on the table. Similarly, if they aren’t supporting publishers in effective channel management, ad networks and other demand sources are contributing to media waste and revenue loss for themselves, their publishers, and ultimately their advertisers, too. A better understanding of inventory types and how to manage them can make this market a more efficient and lucrative one for all players.