US Internet ad revenues reached $6.1 bln in Q4 2008

US Internet advertising revenues remain strong, topping $23 bln, according to Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC). Full-year 2008 revenues totaled a record $23.4 bln, exceeding 2007’s performance, itself the former record of $21.2 bln, by $2.2 bln or 10.6%. Q4 2008 revenues of $6.1 bln mark the first time the interactive advertising industry achieved, and surpassed, $6 bln in a single quarter. The figures represent a $154 mln or 2.6% increase from Q4 2007, which had revenues of $5.9 bln. This is the fifth consecutive year of record results.

Top ad carriers in January, 2009

Rank Property Unique Visitors (000) Reach %
  Total Audience 191,863 100%
1 Platform-A 174,586 91%
2 Yahoo! Network 164,712 86%
3 ValueClick Networks 160,261 84%
4 Google Ad Network 158,481 83%
5 Traffic Marketplace 146,903 77%
6 Yahoo! Sites 146,131 76%
7 Specific Media 145,929 76%
8 Tribal Fusion 143,869 75%
9 Google 143,116 75%
10 24/7 Real Media 141,604 74%
11 Tremor Media – Potential Reach 136,867 71%
12 Casale Media – MediaNet 136,772 71%
13 Turn, Inc 132,949 69%
14 Adconion Media Group 130,717 68%
15 interCLICK 126,706 66%
16 CPX Interactive 125,764 66%
17 DRIVEpm 125,255 65%
18 ADSDAQ by ContextWeb 121,022 63%
19 Revenue Science 114,122 59%
20 Digital Broadcasting Group 111,698 58%
21 MSN-Windows Live 111,695 58%
22 Collective Network 111,322 58%
23 Burst Media 109,043 57%
24 AOL Media Network 108,441 57%
25 BrightRoll Video Network 98,179 51%
26 AdBrite 89,649 47%
27 YOUTUBE.COM 82,772 43%
28 Centro – Potential Reach 81,559 43%
29 Vibrant Media 79,908 42%
30 MYSPACE.COM 75,639 39%
31 NNN Total Newspapers: U.S. 74,800 39%
32 Ask Network 74,742 39%
33 Pulse 360 71,075 37%
34 Gorilla Nation Media 68,684 36%
35 IAC Ad Solutions 66,759 35%
36 Undertone Networks 66,083 34%
37 Career Ad Network 65,936 34%
38 ITN Digital Networks 65,705 34%
39 Kontera 64,928 34%
40 TattoMedia 61,677 32%
41 IB Local Network 58,414 30%
42 EBAY.COM 57,520 30%
43 Adify 57,380 30%
44 FACEBOOK.COM 57,232 30%
45 MSN.COM Home Page 56,481 29%
46 Glam Media 55,293 29%
47 AMAZON.COM 54,562 28%
48 NNN Top 25 52,326 27%
49 Business.com Network 51,586 27%
50 QuadrantONE 47,754 25%
Source: comScore

Internet ads to reach $147 bln globally by 2012

The global advertising market grew to just over $600 bln in 2007, according to The Kelsey Group. The firm expects global ad revenues to grow at a compound annual growth rate (CAGR) of 2.7% and reach $707 bln in 2012. Interactive advertising revenues will increase significantly from $45 bln in 2007 to $147 bln globally in 2012, representing a 23.4% CAGR. Interactive advertising, which comprises search (including local search), display advertising, classifieds and other interactive ad products, grew its share of global advertising revenues from 6.1% in 2006 to 7.4% in 2007. By 2012 Kelsey Group analysts expect the interactive share of global ad spending will reach 21%.

During the forecast period (2007-2012), the United States will see interactive advertising revenues grow from $22.5 bln to $62.4 bln (22.6% CAGR), with interactive revenues in Canada increasing from $1.3 bln to $3.3 bln (21.3% CAGR).

Online gaming advertising in November 2008

Online Gaming Nov-2007 Nov-2008 % Change
Total Display Ad Views (MM) 6,659 8,610 29
Advertising Exposed Unique Visitors (000) 52,066 67,834 30
Advertising Exposed Reach % 28.6 35.6 25
Display Ads per Page Viewed 1.00 0.83 -17
Average Frequency 127.9 126.9 -1
GRPs Total Population 2,271 2,913 28
Source: comScore

Top ad carriers in December 2008

Rank Property Unique Visitors (000) Reach %
  Total Internet 190,650 100%
1 Platform-A 173,804 91%
2 Yahoo! Network 165,879 87%
3 ValueClick Networks 159,420 84%
4 Google Ad Network 157,131 82%
5 Specific Media 153,079 80%
6 Traffic Marketplace 147,024 77%
7 Yahoo! Sites 145,708 76%
8 24/7 Real Media 142,448 75%
9 Adconion Media Group 142,133 75%
10 Google 141,044 74%
11 Tribal Fusion 139,778 73%
12 Tremor Media 137,407 72%
13 interCLICK 137,076 72%
14 Casale Media – MediaNet 136,806 72%
15 Collective Network 126,294 66%
16 Revenue Science 126,261 66%
17 DRIVEpm 126,158 66%
18 Turn, Inc 123,150 65%
19 CPX Interactive 118,305 62%
20 ADSDAQ by ContextWeb 117,025 61%
21 BrightRoll Video Network 114,333 60%
22 Burst Media 112,601 59%
23 MSN-Windows Live 112,223 59%
24 AOL Media Network 109,879 58%
25 AdBrite 87,826 46%
26 YOUTUBE.COM 81,926 43%
27 Centro – Potential Reach 79,294 42%
28 Undertone Networks 79,259 42%
29 Vibrant Media 78,370 41%
30 MYSPACE.COM 75,909 40%
31 Ask Network 73,267 38%
32 NNN Total Newspapers: U.S. 72,178 38%
33 IAC Ad Solutions 69,839 37%
34 Gorilla Nation Media 69,676 37%
35 EBAY.COM 62,738 33%
36 Kontera 62,340 33%
37 AMAZON.COM 62,081 33%
38 Glam Media 61,129 32%
39 Pulse 360 60,834 32%
40 ITN Digital Networks 60,060 32%
41 MSN.COM Home Page 56,543 30%
42 TattoMedia 56,284 30%
43 FACEBOOK.COM 54,552 29%
44 IB Local Network 53,461 28%
45 NNN Top 25 49,520 26%
46 Adify 48,974 26%
47 Business.com Network 47,695 25%
48 WALMART.COM 46,049 24%
49 YuMe Video Network 45,860 24%
50 QuadrantONE 44,940 24%
Source: comScore

Top ad carriers in November 2008

Rank Property Visitors, 000 Reach, %
  Total Audience 190,775 100%
1 Platform-A 173,155 91%
2 Yahoo! Network 164,535 86%
3 Google Ad Network 159,387 84%
4 ValueClick Networks 157,444 83%
5 Specific Media 151,386 79%
6 Traffic Marketplace 142,510 75%
7 Yahoo! 142,007 74%
8 Tribal Fusion 141,412 74%
9 24/7 Real Media 139,189 73%
10 Google 138,870 73%
11 Casale Media – MediaNet 137,371 72%
12 Adconion Media Group 136,625 72%
13 Tremor Media 134,949 71%
14 interCLICK 128,033 67%
15 Revenue Science 126,600 66%
16 DRIVEpm 123,082 65%
17 Collective Media 118,796 62%
18 CPX Interactive 115,129 60%
19 MSN-Windows Live 111,610 59%
20 urn 111,227 58%
21 ADSDAQ 110,338 58%
22 AOL Media Network 108,785 57%
23 Burst Media 105,989 56%
24 AdBrite 88,203 46%
25 YOUTUBE.COM 80,406 42%
26 Centro – Potential Reach 77,207 40%
27 MYSPACE.COM 75,328 39%
28 Undertone Networks 75,027 39%
29 Vibrant Media 73,748 39%
30 NNN Total Newspapers: U.S. 73,231 38%
31 Ask Network 70,151 37%
32 Gorilla Nation Media 67,972 36%
33 IAC Ad Solutions 65,098 34%
34 Kontera 60,982 32%
35 Pulse 360 57,733 30%
36 MSN.COM Home Page 57,622 30%
37 EBAY.COM 56,775 30%
38 IB Local Network 55,438 29%
39 Glam Media 54,631 29%
40 AMAZON.COM 54,223 28%
41 TattoMedia 52,376 27%
42 NNN Top 25 50,836 27%
43 YuMe Video Network 50,798 27%
44 FACEBOOK.COM 50,511 26%
45 ITN Digital Networks 48,554 25%
46 Ybrant – Oridian – ADdynamix 48,099 25%
47 Business.com Network 46,487 24%
48 QuadrantONE 44,482 23%
49 WALMART.COM 43,940 23%
50 Intergi 43,406 23%
Source: comScore

Most liked TV commercials in 2008

Rank Brand Ad Description Likeability Index
1 NFL Ephraim Salaam describes how Chester Pitts became an NFL player (:60) 216
2 Budweiser Dalmatian trains Hank the Clydesdale for hitch team (:60) 208
3 Geico Gecko on subway train with older man (:30) 192
4 AMP Energy Dale Earnhardt Jr. knocks out a gorilla in different places (:30) 191
5 M&M’s Pink peanut M&M is attacked by squirrels in park (:15) 186
6 Bridgestone Squirrel and other forest animals scream as car approaches (:30) 185
7 Lowe’s Jimmie Johnson fixes things, including school bus, using Kobalt tools (:30) 185
8 Slim Jim Couple at wedding is attacked by man’s mini evil twin (:15) 181
9 Bud Light Bud Light is brewed to give you the ability to breath fire (:30) 175
10 Macy’s Celebrities read “Yes, Virginia, there is a Santa Claus” (:30) 170
Source: Nielsen

Top US advertisers in traditional media in 2008

Rank Parent Company Ad Dollars Spent
1 Procter & Gamble Co $2,342,319,397
2 General Motors Corp $1,441,747,399
3 AT&T Inc $1,317,893,377
4 Verizon $1,125,700,512
5 Johnson & Johnson $1,059,109,138
6 Time Warner Inc $878,355,332
7 Toyota Motor Corp $819,377,026
8 General Electric Co $807,869,688
9 Ford Motor Co $742,708,529
10 Pepsico Inc $730,503,931
Source: Nielsen