February 3, 2003, 12:00 AM

Amazon leads the pack in online advertisers

Amazon.com racked up 12.2 billion ad impressions in the fourth quarter, Nielsen//NetRatings reports.

Maybe the reason that Amazon topped consumers’ minds as an online place to shop (see today’s related story) was that it advertises so heavily. Amazon.com Inc. leads the pack of online advertisers, racking up 12.2 billion ad impressions in the fourth quarter, Nielsen//NetRatings AdRelevance research reports.

No. 2 advertiser was Gloss.com, which gained 9.5 billion ad impressions during the period. Gloss.com is a joint partnership between Estee Lauder, Chanel, and Clarins.

The two were part of a trend of major companies advertising online: 286 of the Fortune 500 advertised online last year, up from 270 the year before, AdRelevance reports.

"Fortune 500 advertising has grown steadily in the past year, as large traditional advertisers are discovering how the online medium can be used to reach desirable target audiences," said Charles Buchwalter, vice president of client analytics, Nielsen//NetRatings. "The stage is set for the web`s share of these companies` marketing budgets to increase throughout 2003."

The remaining top 5 advertisers were USA Interactive, 7 billion impressions; SBC Communications, 6 billion; and Barnes & Noble, 5.8 billion.

"After a challenging two-and-a-half years for the online advertising market, the increasing involvement of the nation`s largest advertisers provides a much-needed shot in the arm to the online medium," said Buchwalter.

 

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