Comscore have just released stats that show ad clutter to be down, 10% less display ads per page than a year ago.

Wonder if that will have an effect on CPMs? Or as I touched on yesterday will publishers start to consider a paid for subscription model again?

“Who started this rumor that all information should be free and why didn’t we challenge this when it first came out? I say this in college classrooms and they start to throw their shoes at me.” Ann Moore CEO of Time Inc, with quotes like that it looks like publishers are back tracking already. Guess if publishers are considering this model, then it might create an environment for YouTube to start making some money through paid for subscriptions?

Not much of a shock, but definitely worth a look at:

Comscores most recent ad effectiveness study demonstrates display advertising significantly lifts online search activity. Consumers that were exposed to display advertising were more likely to search for brand terms and segment terms, than unexposed consumers.

The study underlined the direct impact display advertising has on both paid and organic searches, demonstrating the importance of digital display advertising on a brands direct response strategy.

Display Advertising Lift on Online Search Activity
Advertiser Category
% Search Lift (Brand & Segment)
Automotive 144%
CPG 22%
Health 260%
News & Media 144%
Personal Finance 206%
Property & Real Estate 125%
Retail 69%
Travel & Tourism 274%
Average Lift 155%