Pricing on non-standard banner advertising in the internet peculiarities

<p>In her work &ldquo;Pricing on non-standard banner advertising in the internet peculiarities&rdquo; the author sets a goal to analyze pricing peculiarities of placing non-standard banner ads in the internet. That involves among other things the identification of key factors that influence the pricing of non-standard banner advertising on the internet.</p><p>To achieve the goal of the author have accomplished the following tasks:</p><ul><li>analyzed the current state of the internet advertising market</li><li>analyzed the main existing market segments</li><li>non-standard banner advertising segment has been analyzed in more details:<ul style="list-style-type:circle;"><li>based on the available interpretations of rich-media concept made my main market players the author&#39;s own definition of rich-media banner has been derived</li><li>a number of types of banners have been attributed to non-standard banners</li></ul></li><li>analyzed existing pricing of advertising in the internet models (the CPT model has been chosen as the basic for data collection and analysis)</li><li>adopted and applied in practice the customary technique of ACVI for calculating the average market price of placing the classic banner advertising to calculate the average market price of placing the non-standard banner advertising</li><li>analyzed the dynamics of the average market price of non-standard banner ads placement in 2013-2014</li><li>formed a set of factors that can possibly have an impact on the price of placing non-standard banner advertising based on the results of the expert survey with sites, sellers, media and research agencies representatives</li><li>revealed the presence or absence of a correlation between the set of factors and the price of placing non-standard banners using ANOVA analysis and correlation coefficients</li></ul><p>To accomplish the tasks stated above the author examined works of Russian and foreign experts working on the topics: banner advertising in the internet (O&#39;Guinn, 2009), (Shimp, 2007), (Danishevskaya, 2010), (Sinjaeva, 2011), (Solovyov, 2002) (Spivak, 2003,2004); internet advertising pricing models (Cherenkov, 2012, 2013), (Androsov, 2010), (Kholmogorov, 2001) (Danishevskaya, 2010), (Sinjaeva, 2011). Empirical data for the study has been collected by the author independently from publicly available price lists and medikits of web sites and advertisement sellers, as well as from TNS database. The sample of empirical data gathered by the author included 119 sites with data for year 2013 and 112 sites with data for year 2014.</p><p>The conducted analysis showed that the price of placing a non-standard banner ad decreased in 2014 compared to 2013by 15% from 524 rubles per thousand impressions to 446 rubles in 2014. For the majority of the web sites&rsquo; thematic categories a direct correlationship between the CPT on a non-standard banner ads and classical is visible. The average price per 1000 impressions for non-standard banner ads is 2 times higher than the price for classic banner ads.</p><p>After analyzing the influence of various factors on the price of non-standard banner ads in the internet, the author concluded that out of 15 factors taken into consideration, 5 showed a medium impact on the price of non-standard banner ads, 4 showed weak influence, the influence of the remaining 6 variables on the price has not been revealed by the conducted analysis.</p>