Another view on media spending
Masha Geller, editor-in-chief of MediaPost has a different take on ad spending, based on DoubleClick's recent quarter. Some of the juicy bits:
Posted by Mitch Ratcliffe at November 26, 2002 02:52 PM | TrackBack
Whenever an online-related announcement bears a headline containing the word “stabilization,” my first feeling is that of disappointed skepticism because "stability" is not a word often used in this industry. Yesterday was no exception, as DoubleClick Inc. announced the results of its Q3 2002 Email Marketing Trend Report, which found that after a significant dip in Q2 performance metrics including open rates and click rates, in addition to high bounce back rates, Q3 metrics have “returned to 2001 levels.”
Semantics aside, DC’s Q3 data revealed that open rates remained consistent quarter-over- quarter at 37.3% (from 37.6% in Q2), while click-though rates increased to 8.5% in Q3 from 7.5% in Q2. Bounce back rates declined from their historic high of 13.6% in Q2 to 13.3% in Q3. The high bounce back rates probably reflect full in-boxes, new size limits for inboxes as well as address changes.
Business products and services continued to have the highest open rates (47.4%), followed by travel (42.5%) and consumer products (41.9%). However, business products and services had the highest bounce back rates in Q3 at 16.5%, although this has declined from 19% in Q2. Retailer and catalog bounce back rates decreased significantly from Q2 dropping from 14.6% to 11.9%.