15 Alarming Stats About Online Publishing

Publishers’ challenge of building audiences and generating revenue from those audiences is harder than ever online. An increasing array of publishers is vying for users’ attention, making those all important eyeballs more difficult to come by. What’s more, online ad prices continue to fall, and the majority of publishers are nowhere near figuring out how to make money from their mobile traffic. Here are 15 alarming stats about online publishing:

There are 14.3 trillion webpages live. (WorldWideWebSize.com)

Over 5.3 trillion display ads were served to U.S. users last year. (ComScore)

The average effective cost per thousand impressions on the desktop Web is about $3.50; it’s $0.75 on mobile. (Kleiner Perkins Caufield & Byers)

23.1 percent of traffic to U.S. websites comes from mobile devices. (Walker Sands)

10 percent of U.S. advertisers’ budgets goes to mobile. (Kleiner Perkins Caufield & Byers)

Average online video ad prices for top-tier sites fell 10-15 percent last year, compared with 2011. (Brightroll)

6 percent more ad impressions were served in the fourth quarter of 2012 than the fourth quarter of 2011. (ComScore)

The top 10 Internet ad sellers control 72 percent of the market. (IAB)

Taking out Google and Facebook, display advertising grew 3.8 percent in 2012. (Pivotal Research)

Without spending by e-commerce companies, online advertising grew less than 10 percent. (Pivotal Research)

31 percent of ad impressions served are never seen by consumers. (Comscore)

29 percent of U.S. website traffic comes from bots. (Solve Media)

The Huffington Post publishes a story every 58 seconds. That’s as many as 2,000 pieces a day. (Digiday)

By 2015, over 25 percent of online display advertising dollars will be spent through real-time bidding. (IDC)

39 percent of search traffic from Google now has search terms withheld, making it difficult for publishers to figure out where their audience is coming from. (Optify)

Image via Shutterstock


More in Media

Meta AI rolls out several enhancements across apps and websites with its newest Llama 3

Meta AI, which first debuted in September, also got a number of updates including ways to search for real-time information through integrations with Google and Bing.

Walmart rolls out a self-serve, supplier-driven insights connector

The retail giant paired its insights unit Luminate with Walmart Connect to help suppliers optimize for customer consumption, just in time for the holidays, explained the company’s CRO Seth Dallaire.

Research Briefing: BuzzFeed pivots business to AI media and tech as publishers increase use of AI

In this week’s Digiday+ Research Briefing, we examine BuzzFeed’s plans to pivot the business to an AI-driven tech and media company, how marketers’ use of X and ad spending has dropped dramatically, and how agency executives are fed up with Meta’s ad platform bugs and overcharges, as seen in recent data from Digiday+ Research.