TheWorldJournal.com

Fortune 100 Saves the Online Advertising Market
By Artashes Toumanov, TheWorldJournal.com

Jupiter Media Metrix' research showed that the largest company's interest in online advertising has increased. For the last year the number of companies from the Fortune 100 list, which advertise their name or services on the Internet, has grown from 67 up to 81. However, giants are not going to spend more money than smaller-sized firms.

We could consider good news that more and more companies from among the largest in the world show interest in advertising on the Internet. However, these companies do not hurry to increase the volume of advertising. The largest corporations from the Fortune 100 list spent 14% more on online advertising during the first halt of this year, than the previous year. Due to this, the volume of this market increased on 54%.

Among the giants, for the first half of the year 2001, financial and technological companies spend more money than others. According to Jupiter Media Metrix, Citigroup became the number one company in their list to buy 2,2 billion banner impressions. Then goes J.P. Morgan Chase with 1,8 billion impressions, Dell Computer (1,7 billion), AT&T (1,3 billion) and Compaq with 1 billion advertising banner impressions.

While placing the advertising on the Internet, technological companies followed various strategies. For example, Dell has concentrated on advertising the name of the company, and did not spend much on advertising of concrete products. On the contrary, Compaq has spent their budget mostly on advertising of their concrete products (16 in total). Compaq also was interested in targeting. They advertised their products only to specific audiences.

While buying online advertising, companies preferred the largest Internet portals. The most popular among them is Yahoo! It got 14% of all the ad-sales on the market, which was 3,6 billion banner impressions. MSN became the next popular portal to advertise on with 9% of all the ad-sales and 2,3 billion banner impressions. Excite with 6% (1,6 billion impressions). iWon and Netscape got 5% of the ad-market each.

© August 11, 2001

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