A new forecast from Forrester Research credits greater online spending by Canadians, lower shipping costs and more selection for the spending increase.
For the first time since August 2000 online ad spending has dropped from the previous month.
For the first time since August 2000 online ad spending has dropped from the previous month. The value of online advertising in February 2001 was $1.77 billion, down 5% from January 2001, according to AdZone Interactive, an advertising research firm that measures advertising on over 2,500 websites that make up 95% of all Internet advertising revenue.
February`s top spender was Amazon.com at $31.3 million. Last month Amazon was No. 5 with estimated ad expenditures of $16.8 million. AOL.com remained No. 1 with estimated advertising revenues of $89.3 million for February 2001. Yahoo!.com and ESPNGo.com ranked were the second and third sites by revenue. They took in an estimated $50.7 and $37.0 million respectively.
"The slowdown in overall web spending is a clear indication that advertisers are more careful now than ever before with their ad dollars, however the overall ad count indicates that the internet is a viable marketing medium," said John Cardona, president of AdZone Interactive. "2001 should be a year to watch very closely."
|Top 10 Brands Advertising on US Web Sites February 2001|
|Rank/Brand||Est. Expenditures||Est. Impressions|
|2 AOL.COM FREE||$21,168,400||830,114,500|
|4 ESPN.GO.COM CONTEST||$15,637,900||1,563,788,700|
|5 AOL.COM AOLTV||$15,314,500||549,165,600|
|6 AMAZON.COM BOOK SEARCH||$14,803,000||831,809,900|
|8 BARNESANDNOBLE.COM BOOKSTORE||$13,100,900||716,986,600|
|Top 10 Total||$170,475,200||8,489,483,900|