Adkontekst report: rising importance of contextual ads

The share of expenses on campaigns conducted by Search Engine Marketing agencies and media agencies in contextual networks rose in the past year by 4 pp and comprised on average 28.52% of SEM budgets. If we assumed this value was representative for the whole market, it would mean the share of contextual advertising in total online advertising expenses was at 8.5%.

CPC rates are still competitive in comparison with ads displayed in search results. Most agencies and media agencies which run their campaigns in contextual networks pay for clicks at least 10% less than in search engines.
The report studies what SEM experts think of the effectiveness of ads in contextual networks. According to them increasing number of advertisers and rising costs did not cause the reduction in ROI indicator.

Contextual advertising comprise almost 30% of all Search Engine Marketing budgets and 8,5% of the whole online advertising market – reads the report prepared by the contextual advertising network Adkontekst.