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Today, it would take a hundred and twenty-five CBS, NBC, or ABC ads to reach the percentage of viewers that three network ads once reached.
Some companies have shifted priorities, like Pfizer, which spent 9 percent less on network ads, but increased cable buys by 4 percent.
For now, the company is running network ads from Google, Yahoo and others, where banner ads are posted on Qtrax from a variety of companies, based on demographics.
The advertisers — who at one point considered working with Google instead — expect to spend about $50 million on cable network ads to test eBay's system early next year.
Blog readers are also more likely to trust advertising on a blog than on a social network like Facebook, the study found; 25percentt said they trust blog ads, with 19percenttrustingng social network ads.
According to Calacanis, the majority of the company's revenues come from direct ads, which currently command a CPM rate (cost per 1,000 impressions) of between $4 and $12, whereas network ads generate between $1 and $4 CPM.
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Fleur Wood, of the Aussie Diaspora Steps Up network (Ads-Up), which is in contact with about 200 refugees from Nauru to help them adapt to life in the US, said the few she knew of who had expressed interest in returning to the island were suffering from post-traumatic stress disorder or were separated from loved ones.
Despite dwindling audiences for network shows, marketers set a record in the 2003 upfront when they committed an estimated $9.2 billion to $9.3 billion to buying network ad time.
Social network ad revenue grew 50% in 2010, and is expected to increase by 55.6% this year.
Many network ad sales teams are still pushing something called "indexed" or "data-driven" advertising.
eMarketer predicts LinkedIn will account for 3% of worldwide social network ad revenues this year, with $140.8 million.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com