Where to spend $735 million online?
February 24th, 2008 by Jeff LanctotTags: Digital Outlook Report, DOR, Media Billings
In 2007 Avenue A | Razorfish’s media billings totaled $735 million, up 36% from 2006. This spendwas distributed across 1,832 Web sites- more than double the 863 properties on which we purchased media in 2006. A closer look at the distribution of billings revealed several emerging trends, including:
- A shift in spending away from portals to vertical properties and search engines
- Growth in spending on entertainment Web sites, including those focused on video sharing, gaming, and music and entertainment news, as well as community-focused properties such as social networks
- Consolidation of spending in the ad network category
The $735M we directed on behalf of our clients was distributed across four categories:
In the next few posts, I’ll provide a little more detail on our spending.
2 Responses to “Where to spend $735 million online?”
Jeff, how do you define a portal? Also, do Ad Networks include Ad Exchanges? - Darren
Darren,
Ad Networks do include Ad Exchanges (for now…we may break out as the Exchanges grow). As for portals, it’s MSN, AOL and Yahoo, including everything from mail to sports to finance within those properties. It doesn’t include brands/properties that are sold separately, e.g. Advertising.com is in the network category, not a part of AOL.