Este informe no está disponible en español.
Internet Advertising Begins To Take Off
Online Ad Spending For 2000 Was 78% Greater Than 1999
By HECTOR BERRIOS FIGUEROA
October 18, 2001
Internet advertising revenue in the U.S. reached $8.2 billion last year, a 78% increase over the $4.6 billion reported for 1999, according to the latest Internet Advertising Revenue Report published by the Internet Advertising Bureau (IAB).
Published quarterly and compiled by accounting firm Pricewaterhouse Coopers, the report was initiated by the IAB in 1996. It includes data reflecting online advertising revenue from websites, commercial online services, e-mail providers, and other companies selling online advertising.
The IAB expanded the categories of ad types used in the report, reflecting the wider array of message vehicles being adopted by online advertisers. In addition to monitoring banners, sponsorships, interstitials, and e-mail, the report will now also track classifieds, referrals, rich media and keyword searches.
Emerging ad formats continue to show strength in revenue results, while ad banners gradually decline. Advertising formats reporting the strongest increases in the fourth quarter (4Q) of 2000 included content sponsorships (31%), classifieds (10%), and e-mails (4%) up from 28%, 9%, and 2%, respectively in 3Q 2000.
Banners accounted for 40% of revenue during 4Q 2000, a decline from 46% reported in 3Q 2000, and down from 53% in 4Q 1999.
Spending per industry
Consumer brand advertisers represented the largest category of advertiser spending, accounting for 32% of 4Q 2000 revenue, and 31% of full-year 2000 revenue, up from 30% reported in 3Q 2000 and full-year 1999.
Computing advertisersthe second largest categoryaccounted for 21% of 4Q 2000 revenue, up from 16% reported in 4Q 1999. This category followed by the financial services industry at 13%, down from 17% in 4Q 1999.
Media companies accounted for 9% of 4Q 2000 revenue, up from 3.4% in 4Q 1999, while business services companies contributed 6% of 4Q 2000 revenue, down from 7% reported in 4Q 1999.
Retail and automotive companies, at 48% and 17%, respectively, together accounted for almost two thirds of 4Q 2000 consumer-related revenue, followed by travel/hotels (9%), music (7%), and amusement (4%).
Internet advertising has surpassed various traditional media sectors since 1996including outdoor advertising and business/trade publicationsand is quickly approaching the nearly $11.2 billion ad revenue for cable TV in 2000.
Source: Pricewaterhouse Coopers LLP/IAB Internet Advertising Revenue Report
This Caribbean Business article appears courtesy of Casiano Communications.