The total value of internet advertising revenue in the US last year
came to $8.2 billion, according to the Interactive Advertising
Bureau. Levels in the fourth quarter had shown little change on the
rest of the year.
The IAB’s Internet Ad Revenue Report is conducted by the New
Media Group of PricewaterhouseCoopers. The IAB and
PricewaterhouseCoopers say the levelling out of revenues is
reflective of the overall slowdown in ad revenue across all media
sectors, in addition to a higher revenue base.
The categories which lead online spending during the fourth
quarter of 2000 were:
- Consumer-related (32%)
- Computing (21%)
- Financial Services (13%)
- Business Services (6%)
- Media (9%)
Banner revenues decreased considerably in the fourth quarter,
accounting for 40% of the quarter's on-line ad revenues (down from
46% in the third quarter and 47 % for the year) with sponsorships
at 31%, classifieds 10%, referrals 5%, interstitials 5%, e-mail 4%,
rich media 2%, and keyword searches 2%.
