In case you missed it – the baseline report for the industry in 2009 is here. The IAB and PriceWaterhouseCoopers publish their regular updates of the industry, and then we all use them for our projections. It’s a symbiotic relationship.
Key points:
- Full year revenue was down 3.4%. We’re not used to declines in this industry.
- Search remains dominant over display and classifieds with 47% of the spend.
- Revenue concentration is high, with the top ten accounting for 71%.
- Performance based pricing (primarily CPC from search, one assumes) remains the number one pricing model with 59% f ads.
The Interactive Advertising Bureau has other great data here.
