Online Ad Spending & Prices …. Move Higher.

According to a new study released by Deutsche Bank and MediaPost, third quarter online ad spending rose about 10% over the preceding quarter.

The study was based on a survey of 87 media executives on MediaPost’s advisory panel in early October. The majority of respondents reported increased spending on online advertising, and more than one-third said spending had increased by at least 11% over the previous quarter. About one-quarter said spending was flat.

Prices for premium display ads were up as well, but more than half of respondents said prices for run-of-network ads were flat. Two-thirds of the executives said they paid more for impressions on home pages, vertical channels and rich media. Over one-half of respondents saw higher costs for premium inventory, with a weighted, average price increase of 7%. For run-of-network ads, the overall average cost increase was about 3%.