November 23, 2009 09:00 ET

Food CPM Growth Nearly Doubles Since Q2 According to Adify Quarterly Report

Adify Vertical Gauge Shows Continued Improvement for CPM Brand Spending and Increased Site Viewership Across Vertical Sites

SAN BRUNO, CA--(Marketwire - November 23, 2009) - CPMs in the food and entertainment verticals showed the highest growth rates in Q3 2009. Real estate CPMs have continued to steadily increase since Q2, adding to the 100% incline this market category held from Q4 2008 to Q2 2009. This data was reported in the new Adify Vertical Gauge (AVG) published today by Adify.

The Adify Vertical Gauge (AVG) publishes quarter-to-quarter online CPM data for 13 of the vertical ad network categories on Adify's platform. The data in this report reflects all Adify verticals with at least 10 distinct advertising campaigns and 20 million sold impressions since January 1, 2009. The platform includes more than 200 premium vertical ad networks and 16,900 sites and blogs.

Adify's Q3 2009 AVG report reflects continuing trends for many of Q2 2009's findings, which showed that brand advertising CPMs for various verticals continue to rebound from their depressed state in early 2009. Detailed findings include:

--  Food CPMs are up 91% from the previous quarter, nearly doubling the
    category's Q2 2009 average CPM of $3.63 to $6.94 in Q3 2009. This growth
    aligns with offline trends showing growth in this demographic, including
    the rise in popularity of television shows such as "Top Chef." The Adify
    food vertical also showed substantial growth in average daily visitors,
    likely a result of more consumers looking online for recipes to accommodate
    the recession-related shift from dining out to eating in.
--  Entertainment CPMs grew 8% between Q2 2009 and Q3 2009, representing
    the fourth consecutive quarter where CPMs in this vertical have risen. In
    Q3 2009, the entertainment vertical's audience has been spending more time
    per visit on entertainment sites, and has also experienced an increase in
    their buying power index.
--  Real Estate CPMs ($7.62 in Q3 2009) are up 17% from Q2, a continuous
    increase since the vertical climbed 100% from Q4 2008 to Q2 2009. This
    finding matches US census data which shows a steady increase in new houses
    sold since March 2009. This data also corresponds with this vertical's
    audience spending more time per visit on Real Estate focused sites.
--  The automotive and healthy living and lifestyle verticals still
    command high average CPMs, despite their contractions from the previous
    quarter. Fluctuation in the automotive CPMs ($12.47 in Q3 2009) may be a
    result of the Cash for Clunkers program aligned with general turmoil over
    the US auto market this year. Cash for Clunkers effectively shortened the
    sales cycle for buying a car, focusing advertisers on search keywords
    rather than display branding campaigns to reach their target audience.

"We have seen tremendous growth in the amount of time users spend on vertical ad networks this year," said Russ Fradin, president of Adify. "Page views across the networks powered by Adify have nearly tripled from January of this year to September. Food especially has shown enormous growth, and we expect that it will continue to climb in CPMs in Q4 as consumers prepare for the holidays."

The Adify Vertical Gauge (AVG) is a regularly published industry-wide listing of reported CPMs and pricing data on inventory sold directly on websites in various vertical categories. The inventory covered in the report includes banner ads, rollovers, roadblocks, sponsorships, and rich media campaigns. The current AVG can be downloaded at:

About the Adify Vertical Gauge

The Adify Vertical Gauge is a quarterly analysis of average CPMs for direct-sold campaigns on more than 16,900 websites in the 200 vertical ad networks built on Adify's ad technology platform. This quarter's report represents all brand campaigns that have been served by Adify's IAB ad measurement audited and certified technology since January 1, 2009. Among these websites, 69% are based in the United States. Adify's Ad Server is audited by IMServices and certified compliant with IAB Ad Measurement Guidelines.

About Adify

Adify Corporation ( is the premiere vertical ad network management and media services company and is an independent, wholly owned subsidiary of Cox TMI Inc., part of Atlanta-based Cox Enterprises.