The U.S. online shopping world's biggest day is here, but will strong web sales on Black Friday and Thanksgiving cut into Cyber Monday's take?
Retailers of books, music and videos spent $3.1 billion to advertise their products online last holiday season. Next were apparel sellers, then travel and computer software, says a new report by DoubleClick.
Retailers of books, music and videos spent $3.1 billion to advertise their products online last holiday season, a rise of 40% over the prior year, as they led all product categories in online advertising expenditures, according to a new report by DoubleClick Inc.
Apparel merchants were the second highest spenders in online advertising, at $2.7 billion, or 20% more than the prior year. The fastest-growing online advertising categories were toys/video games, up 72.5% to $1.84 billion, and consumer electronics, up 72.4% to $1.96 billion.
Other growing categories in 2002 holiday season online advertising, with percent increase over 2001 were:
-- travel, $1.97 billion, 6%;
-- computer software, $866 million, 16%;
-- health and beauty, $716 million, 50%;
-- fitness/sporting goods, $682 million, 58%;
-- greeting cards $105 million, 34%.
Product categories that declined in terms of online ad spending include:
-- computer hardware/peripherals, $781 million, -46%;
-- home and garden, $676 million, -24%;
-- flowers, $285 million, -12%.
Among individual advertisers in the fourth quarter of 2002, the leaders in terms of total impressions:
-- Avon Products Inc., 1.6 billion;
-- Philip Morris Cos. Inc., 1.4 billion;
-- PepsiCo Inc., 841 million;
-- Campbell Soup Co., 701 million;
-- South African Breweries, 606 million;
-- Brown-Forman Corp. (Jack Daniel`s), 319 million;
-- Anheuser-Busch Cos. Inc., 247 million;
-- The Estee Lauder Cos. Inc., 244 million;
-- Nestle USA Inc., 195 million;
-- Procter & Gamble Co., 188 million;
-- Unilever, 172 million;
-- Tupperware Corp., 136 million;
-- Sara Lee Corp., 124 million;
-- Mars Inc., 123 million;
-- Combe Inc., 119 million.
DoubleClick`s April 2003 Smart Marketing Report included data from Goldman Sachs, Harris Interactive and Nielsen/NetRatings.