AOL chief executive Tim Armstrong believes that there will be a resurgence in online video and display advertising within the next 18 to 24 months.
In an interview with Reuters, Armstrong said that investors who hold onto the company’s shares will reap the benefit of an online advertising recovery by 2011.
Armstrong, who was appointed to the role in March, said that the value of the company’s inventory had been hurt by a network-based approach to advertising through its Advertising.com platform.
“Advertisers are going to be driving to Internet Road and AOL is a major property on Internet Road,” he added.
The online publisher’s Association recently published research which found that one in five US consumers exposed to brand display ad campaigns conduct related searches and one in three visit the brands’ sites (see Consumers exposed to display advertising spend more money online).
The study, conducted by comScore, assessed 80 of the biggest branding campaigns across 200 of the most trafficked sites over a month’s time, analysing consumer behaviours of those internet users who were exposed to display advertising.
Elsewhere, figures from the Nielsen Company revealed that levels of online display advertising activity in the UK during the first four months of 2009 were up 21% on the same period during 2008 (see UK online display advertising up 21% year on year).
On average, over 5,900 advertisers were running online display ad campaigns a month during the first four months of 2009. On average, each month saw almost 11,000 campaigns being run and 32,000 different ad creatives being used.
