AOP Members Expect UK Display Market To Rebound By 8% This Year; Orange Guarantees Ad Visibility For French Advertisers

» The latest AOP census, which canvases opinion from the UK’s top publishers, is seeing optimism creep back in to the market. After the downturn last year, AOP members, including the Guardian Media Group, Channel 4, IPC and News International, expect the UK display market to rebound and grow by at least 8% in 2010. Publishers are looking to increase numbers in their organisations across a number of key disciplines, including sales and ad ops. Good news too for ad tech vendors, as publishers will also seek to build closer relationships with technology providers – more than likely in the areas of audience buying, audience insight, data trading, exchange trading and yield management. Expect Rubicon, Admeld, Improve Digital and any other notable tech specialist on the supply-side to grow market share then. [AOP]

» Orange’s recent move in France to guarantee ad exposure for French advertisers and agencies is a sign that ad visibility is becoming an important part of the display buy here in Europe. The guarantee extends across its owned web properties and partner sites such as viamichelin.fr, and sports.fr and 2424actu.fr. Orange has partnered with Alenty to provide the ad visibility technology, offering greater transparency on media buys to both advertiser and agencies. Orange is also in a strong position to charge higher CPMs because it can now offer clients hard data on ad exposure and the visibility of camapigns run across its network. It will be interesting to see if this can be replicated in the UK market. Will agencies and advertisers pay more if there’s a guarantee on ad exposure for certain audiences? The CPEX model gathers momentum. [Le Web Pour Tous]