February 14, 2011 09:30 ET

Study Details Work Needed to Attract Brand Ad Dollars to Web

Key Challenges Include Managing 'Infinite Inventory' and Simplifying Operations

TARRYTOWN, NY--(Marketwire - February 14, 2011) -  SQAD, Inc. (, the industry standard in broadcast spot and network media cost-reporting and forecasting, today released an Arkose Consulting ( white paper calling for better tools such as an "industry cost database" (ICD) to add insight to the Web display advertising process, reduce friction, improve planning and "offer traditional brand marketers an unobstructed bridge into the digital advertising market."

The report, "Attracting Brand Ad Dollars: First, Take a Deep Breath," is authored by Arkose Partner Leo Scullin in conjunction with the research staff of WebCosts, SQAD's landmark real-cost database for reporting Internet display advertising CPM and other essential cost information for websites and ad networks. Its findings are, in part, derived from January 2011 interviews with experienced media buyers and sellers and hard data reported by the IAB and other agencies.

Among other insights, "Attracting Brand Ad Dollars ..." reports that:

  • Brand marketers want to embrace the Web but many find the current ecosystem confusing and off-putting, in part because of an incorrect perception that it is unruly and mysterious.

  • Automation and algorithms intended to address the "infinite inventory" issue are largely being applied to the lowest CPM segments of the market.

  • Deals in the largest segment of the market, accounting for more than $6.2 billion in annual billings, are negotiated using RFPs and other "costly human processes... and associated inefficiencies" that can be considered "a byproduct of a lack of industry cost data."

Identifying SQAD's WebCosts Display CPM Index as an Industry cost database "that is already available and instructive to brand marketers and their partners," Arkose predicts that once "brand marketers can see cost and category trends on an ongoing basis" they will begin approaching the Web display market "on their own terms" without "someone at the table explaining the complex maps and workload and costs associated with different buying strategies."

For a complimentary copy of "Attracting Brand Ad Dollars: First, Take a Deep Breath," contact Jeffrey Ayers at, Tel 516 609 9500.

Contact Information

  • Editorial Contact:
    Jeffrey Ayers
    Tel 516 609 9500
    Email Contact