Around two-thirds of internet advertisers would pay extra to get better-quality online ads generating a higher return on investment, according to a study released yesterday by Jupiter Media Metrix.

Rather than buy simple banner ads, advertisers would willingly pay more for ‘premium inventory’ or ads including streaming video or rich media.

According to Jupiter, companies experiencing difficulties in selling online ad space should offer more expensive, higher quality formats. “People will pay more for inventory that leads to a sell,” believes Patrick Keane, the research firm’s vp and senior analyst.

Around 58% of media buyers, the survey found, were willing to pay extra for ‘premium inventory’, while 6% described themselves as “very willing”. About half expected a better return on investment from such ads, with 27% prefering a more accurately targeted audience.

News source: CampaignLive (UK)