Informe Sobre La Publicidad en Usa

A SUPPLEMENT TO
Published April 17, 2006 Copyright 2006 Crain Communications Inc.
Interactive Marketing & Media | Advertising Age | 3
INTERACTIVE
MARKETING AND MEDIA
DATA ON THE DIGITAL WORLD
ever Interactive Fact Pack.
Wait. Did I just say first? Seems impossible, but its true. The reason it seems
impossible is because Advertising Age has been covering interactive marketing and
media since the early 90s, when we introduced a weekly section in our print publication and went online ourselves, first on Prodigy and then, of course, the Web. This
latest product expands our commitment to being the leading source of news, information and data in this vibrant area.
Theres a lot here to interact with. The stories these numbers tell are as fascinating as the development of this media and marketing channel. Youll learn, among
other things, that nearly four of 10 U.S. households already have broadband access.
And that reading blogs is one of the most popular activities among online users.
Its no surprise that search is a robust growth area, but the fact that it will account
for 41.5% of 2006s online spending is a shocker. Its growth rate will likely slow, but
it will get a bigger share of marketers dollars.
If you had any doubts about the increasing importance of social networking and
user-generated content, note that the
popular (and controversial) MySpace is
already among the top 10 most-trafficked
sites. RSS content is small, but growing, Data from eMarketer, which benchmarks projecand another example of users desire to tions against Interactive Advertising Bureau/
data, for which the last
control their online experience. Theres PricewaterhouseCoopers
full year measured was 2005. Dollars in billions.
not yet much real data on other hot,
PROJECTED
AS %
emerging areas such as video on demand FORMAT
2006
TOTAL
and user-generated comment, but look
$6.47
41.5
for it in future fact packs. Such change is Paid search
the nature of this medium. Check out in- Rich media
1.79
11.5
game advertising: its now pegged at just
2.73
17.5
$173 million but expected to top half-a- Classified
billion dollars by 2009.
Display ads
2.89
18.5
Its important to note that the interac0.62
4.0
tive market is monitored by dozens of Sponsorships
companies, trade groups and publications. Referrals
0.78
5.0
Since their methodologies vary, industry
0.16
1.0
totals often do as well. But in total this E-mail
Fact Pack will give you the clearest pic- Slotting fees
0.16
1.0
ture you can get. Dive in.
Total
15.60
100.0
Scott Donaton
WELCOME TO OUR FIRST
ONLINE AD SPENDING
4 | Advertising Age | FactPack
CONTENTS
Overview
The interactive channels marketers are using, and plan to use
Web sites
The most unique visitors and the highest ad revenue
Online display advertising

The top 25 marketers and the top categories
Consumer Internet usage

Internet penetration, habits and consumer spending
Classified
The top classified sites and recruitment sites by share of market
Search
Search engine market share and the top search terms
Mobile
Mobile device habits, WAP subscribers by carrier and handset share
E-mail
What marketers are spending and what blocked e-mail costs
Games
The top 5 games and how marketers plan to spend
RSS
Users of Really Simple Syndication visit news sites more often
Awards & top agencies

Interactive awards, the top 10 interactive agencies and top ad networks
Miscellaneous
PC market share and digital player share
6
8
22
28
36
38
42
44
46
47
48
50
TO REACH US
By e-mail: This report was compiled by Advertising Age in Chicago. Contact DataCenter@AdAge.com; Postal
mail: Advertising Age , 711 Third Ave., New York, N.Y. 10017; Phone: (212) 210-0100. Subscription and print single copy sales (888) 288-5900; Advertising (212) 210-0159; Library services (312) 649-5476. DataCenter staff:
R. Craig Endicott, Kevin Brown, Scott MacDonald, Mark Schumann, Mike Ryan, Maureen Morrison.
OVERVIEW
FT.coms US visitors are worldly and

successful. And hard to beat:
MARKETERS USING INTERACTIVE

Source: Forrester Researchs fourth quarter 2005 Marketing Panel Online Study. More than 230 marketers were asked if they were currently using, piloting or expected to direct each of these channels
during the next 12 months.
PERCENT RESPONDING BY MARKETER CATEGORY
CONSUMER
MEDIA &
FINANCIAL
PRODUCTS COMMUNICATIONS RETAIL
SERVICES
CHANNEL
EQUIPMENT
& TECH
Rich media e-mails
86%
76%
71%
51%
59%
Contextual targeting
71
87
71
60
54
Rich media display ads
71
81
60
63
51
Blogs/social networks
69
70
54
28
51
Behavioral targeting
63
85
83
72
56
RSS
63
65
37
37
38
Mobile marketing
46
70
34
31
28
Advergames/in-game ads
43
41
31
22
Highest US Income
More US Car Buyers
More US Finance/Banking
PLANNED SPENDING ON EMERGING AD TACTICS

Source: MarketingSherpa as cited by eMarketer, from a study of ad:tech attendees, January 2006.
MARKETING TACTIC
PERCENT RESPONDING
DEFINITELY
MORE THAN A
SPENDING ON
YEAR OUT
Adding RSS feeds
40%
19%
In-house blogs
35
18
Ads on third party blogs/blog networks
30
19
Video ads
27
26
Ads in RSS feeds
21
27
Mobile/wireless
20
32
In-house podcasts
18
31
Sponsoring podcasts
14
32
Product placement in video games
10
36
A global view for a global world.

For further information on how to reach this influential audience,
please call Lucy Gould at 212-641-6646
Highest average HHI, highest composition of those who "will definitely purchase" a car/truck in the next 6 months, highest composition of those in the banking/finance industry
among competitive set, which includes; FT.com, Forbes.com, Economist.com, Business Week Online, WSJ.com, CNNMoney.com, MarketWatch.com, NYT.com, Yahoo! Finance.
Source: @Plan Spring 2006
A World of Success
WEB SITES
Here. There. Everywhere.
TOP FIVE PORTAL SITE COS. BY UNIQUE VISITORS

Ranking based on data from comScore Media Metrix. Sales and earnings from public documents. Ad
spending is measured media ad spending from TNS Media Intellience.
Yahoo yahoo.com; Sunnyvale, Calif.

120 million unique visitors a month averaged 244.9 minutes on the sites.
NUMBERS
Revenue (billions)
Net income (billions)
Ad spending (millions)
2005
$5.26
1.90
36.8
2004 % CHG
$3.57
0.84
55.1
47.1
125.9
-33.2
EXECUTIVES
Even here.
9,816 employees led by Terry S. Semel, chmn, CEO & dir; Jerry
Yang, co-founder & chief Yahoo; David Filo, co-founder & chief
Yahoo; TOP MKTG EXEC: Cammie Dunaway, chief mktg officer
Microsoft Corp. msn.com, msnbc.com (joint venture), microsoft.com; Redmond, Wash.

110.8 million unique visitors a month averaged 176 minutes on the sites.
NUMBERS
Revenue (billions)
2005
$39.79
12.25
463.0
2004 % CHG
EXECUTIVES
$36.83
8.17
485.5
61,000 employees led by William H. Gates III, chmn; Steven A.

Ballmer, CEO; TOP MKTG EXEC: Kevin Turner, COO
8.0
50.0
-4.6
Time Warner aol.com, cnn.com, multiple media sites; New York
ValueClick Media is now the most powerful way to achieve

direct response and brand marketing results online.
110.4 million unique visitors a month averaged 290.5 minutes on the sites.
NUMBERS
2005
2004 % CHG
EXECUTIVES
Revenue (billions)
$43.65
2.91
2,102.9
$42.09
3.36
2,047.4
85,000 employees led by Richard D. Parsons, chmn & CEO-Time Warner;

Jonathan F. Miller, chmn & CEO-AOL; TOP MKTG EXEC: John Partilla, presTime Warner Global Mktg; Joe Redling, chief mktg officer-AOL
3.7
-13.4
2.7
EXECUTIVES
Where you should be...

No other network offers better direct response and brand marketing solutions or a more
knowledgeable sales and account management staff to support the success of
advertisers and their agencies.
5,680 employees led by Eric E. Schmidt, chmn & CEO; Larry Page,
co-founder & pres-products; Sergey Brin, co-founder & pres-tech;
TOP MKTG EXEC: Omid Kordestani, sr VP-global sls & bus devel
Our new display advertising and lead generation technologies make ValueClick Media
the highest performing and most scalable way to reach consumers online.
Google google.com; Mountain View, Calif.

NUMBERS
Revenue (billions)
2005
$6.14
1.47
8.1
2004 % CHG
$3.19
0.40
4.6
92.4
267.2
76.9
eBay ebay.com; San Jose, Calif.

NUMBERS
Revenue (billions)
2005
$4.55
1.08
128.9
2004 % CHG
$3.27
0.78
101.2
39.2
39.0
27.3
Where your consumers are...

Our vast reach provides access to more than two-thirds of the U.S. Internet audience.
Technology, expertise and custom capabilities allow us to precisely target your audience,
wherever they may be online.
Here. There. Everywhere.

But dont take our word for it. Let our results speak for themselves.
www.valueclickmedia.com/evenhere
EXECUTIVES
11,600 employees led by Pierre M. Omidyar, chmn; Margaret C.
Whitman, pres & CEO; TOP MKTG EXEC: John Donahoe, pres-eBay
Marketplace
ValueClick Media, a ValueClick, Inc. company

30699 Russell Ranch Road, Suite 250, Westlake Village, CA 91362
818.575.4500
TOP 25 WEB SITES BY UNIQUE VISITORS

Source: comScore Media Metrix. Unique visitors in thousands for 166,966,000 total visits in February
2006 versus 160,287,000 visits in February 2005. ComScore defines unique visitors as the estimated
number of different individuals that visited any content of a website, a category, a channel, or an application during the reporting period. Rankings by category continue on Pages 16 through 21. * Growth is
largely attributed to NYTD's acquisition of About.com. Average minutes are per visitor.
RANK SITE
UNIQUE VISITORS
% CHG AVERAGE
VS. 2/05 MINUTES
Yahoo sites
120,004
3.5
244.9
MSN-Microsoft sites
110,783
0.2
176.0
Time Warner Network
110,423
-1.6
290.5
Google sites
94,627
27.0
32.3
eBay
66,613
7.4
94.4
Ask.com
43,030
2.1
19.9
Amazon sites
42,660
11.0
18.8
MySpace
37,349
NA
172.6
New York Times Digital *
34,841
322.6
9.7
10
Verizon Communications Corp.
32,058
17.4
16.6
11
Walt Disney Internet Group
31,662
12.0
39.1
12
Weather Channel
27,887
-4.0
10.7
13
CNET sites
26,492
-9.1
17.3
14
Expedia
25,392
11.0
18.4
15
Viacom
25,250
-24.2
59.0
16
United
24,816
108.2
23.6
17
Apple Computer
24,277
58.9
12.6
18
Monster Worldwide
24,050
-14.0
14.9
19
Lycos
23,443
-16.0
9.3
20
AT&T
22,355
6.6
22.3
21
Vendare Media
22,017
NA
1.9
22
Adobe sites
21,895
57.0
3.1
23
Bank of America
21,047
30.8
33.0
24
Wal-Mart
20,999
9.4
14.7
25
Gorilla Nation Media
20,770
18.0
10.3
166,966
4.2
NA
Total audience
TOP 25 U.S. PARENT WEB SITES BY AD REVENUE
TOP 25 U.S. WEB SITES BY AD REVENUE
Source: TNS Media Intelligence. Dollars are in millions for calendar 2005 and represent only display
advertising on more than 2,500 sites. Percent change computed versus 2004 data, not shown.
RANK SITE
Yahoo
U.S. AD SPENDING
% CHANGE
RANK
SITE (URL IF DIFFERENT)
U.S. AD SPENDING
% CHANGE
$1,094.0
-30.8
AOL.com
$556.0
1.0
AOL
902.3
28.6
MSN.com
291.7
9.7
Microsoft
772.8
-7.4
Yahoo.com
275.0
40.5
Lycos
218.1
-7.2
Yahoo TV coverage (tv.yahoo.com)
205.3
-64.3
AT&T
198.2
37.1
Yahoo Sports (sports.yahoo.com)
203.6
-10.8
CNET
177.2
12.8
AT&T Worldnet (ATT.net)
192.9
39.4
Excite
167.5
-2.4
MSNBC.com
188.2
-21.2
Dow Jones Online
149.9
48.5
MarketWatch.com
135.9
40.3
CNN Interactive
134.6
33.4
Excite Lifestyles (lifestyle.excite.com)
134.3
-5.7
10
American Greetings
124.9
15.3
10
Yahoo Health (health.yahoo.com)
105.5
-22.7
11
ABC Internet Group
124.7
-20.9
11
Weather Channel (weather.com)
97.3
36.1
12
About
115.1
59.0
12
ESPN.com
96.3
-12.4
13
News Corp.
105.3
77.1
13
CNET.com
91.1
-6.3
14
ESPN Internet Group
102.7
-11.6
14
ABCNews.com
81.9
-11.2
15
Weather Channel Interactive
97.3
36.1
15
BlueMountainArts.com
78.2
20.8
16
Time Inc.
94.2
36.7
16
New York Times (nytimes.com)
77.0
93.1
17
New York Times
90.6
111.6
17
WashingtonPost.com
70.3
67.4
18
Washington Post
85.9
50.9
18
Gamespy.com
68.7
90.7
19
Flipside
69.3
28.2
19
MSN Games by Zone (zone.msn.com)
63.1
5.1
20
Viacom
60.0
32.8
20
CBS.SportsLine.com
59.6
31.8
21
Morningstar
54.4
71.6
21
Uproar.com
58.8
33.7
22
E.W. Scripps
53.8
72.5
22
CNN.com
55.4
8.9
23
Playboy
50.5
44.9
23
Morningstar.com
54.4
71.6
24
Expedia
49.8
-6.3
24
Lycos Movies Clips (entertainment.lycos.com/movies)
51.1
48.2
25
ZDNet
49.6
39.4
25
Playboy.com
50.5
44.9
8,322.7
13.3
8,322.7
13.3
Total measured Internet advertising
Total measured Internet advertising
TOP 25 WEB SITE CATEGORIES BY AD REVENUE
WHERE $8.32 BILLION IS SPENT
Source: TNS Media Intelligence for calendar 2005. Ad revenue is in millions. Percent change computed
on 2004 data, not shown. Data is only for display advertising on more than 2,500 U.S. Internet Web
sites. *No. 1 is multi-service such as MSN, Yahoo and AOL and No. 10 is just portals and search engines
such as Ask and About. Categories are from TNS.
RANK TYPE OF SITE
Portals, search engines & ISPs: Multi-service*
U.S. AD SPENDING
% CHANGE
$1,130.3
10.9
News & current events
762.7
11.5
Business, finance & investing
717.7
33.5
General interest/entertainment
582.1
34.0
Sports
546.2
12.0
Local news & guides
470.4
67.4
Movies, videos, TV & cable
368.0
-47.0
Health & fitness
367.1
14.7
Computing & technology
322.1
27.0
10
Portals & search engines*
303.5
-11.6
11
Games
296.7
44.6
12
Travel
225.7
27.2
13
Internet service providers
222.5
34.9
14
Automotive
179.0
32.8
15
Cards & screen savers
171.2
16.5
16
Music, broadcasts & radio
165.4
17.0
17
TV stations
133.5
12.6
18
Real estate
104.5
3.6
19
Common cultures/communities
101.6
37.3
20
Names, numbers & mapping
93.6
-12.1
21
Shopping services, guides & alerts
89.2
16.4
22
Special interests/hobbies
87.3
46.0
23
Food
82.2
33.2
24
Shopping
81.4
-5.5
25
Gambling, sweepstakes & lotteries
78.2
31.1
8,322.7
13.3
Total
Source: TNS Media Intelligence for calendar 2005. See table on facing page.
Portals, search
engines, ISPs
All other
55.0%; $4.58 billion
13.6%; $1.13 billion

News, current events
9.2%; $763 million
Business, finance
8.6%; $718 million
General interest
7.0%; $582 million
Sports
6.6%; $546 million
What Should You Know About Online Advertising?
TOP 5 SITES IN 15 MAJOR CATEGORIES

2006 versus 160,287,000 visits in February 2005. Rankings continue through Page 21. Categories chosen based on general popularity.
RANK SITE
UNIQUE VISITORS
% CHANGE
AUTOMOTIVE
1
EBay Motors U.S.
9,160
7.4
General Motors Corp.
8,000
11.4
Ford Motor Co.
6,009
-6.7
MSN Autos
6,000
25.7
Kelley Blue Book Co.
5,270
-9.8
47,880
-0.2
Total automotive
NEWS/RESEARCH
1
MSN Money
11,574
10.4
Yahoo Finance
8,679
-16.0
Dow Jones & Co.
6,620
-14.0
Forbes
5,997
70.4
CNN Money
5,716
-2.8
39,547
-15.7
Total news/research
CAREER SERVICES AND DEVELOPMENT
At least as
much as the
competition.
is the most comprehensive and
up-to-date source of research and statistics
on e-business and online marketing.
Online is changing fast. And if you dont keep up, you could
be left behind.
The sheer volume of data covering e-business, online
marketing and interactive technologies is overwhelming. How do you find the specific information you need?
No matter how much information you have, there is
always the fear. Are you missing something?
Data from different research firms rarely agrees.
Which numbers should you trust?
Analyzing and making sense of mountains of data is
time-consuming. How do you find the time to think, make
smart decisions and act?
You can solve these problems. You can spend less effort, less
time and far less money and let eMarketer
do the job for you. See how to get smart fast.
May 2005
Women Online in the US:

A Growing Majority
Debra Aho Williamson, Senior Analyst

dwilliamson@emarketer.com
1
2
CareerBuilder
Monster
19,705
12,363
3.2
-20.1
Yahoo Hotjobs
5,849
-30.7
Job.com
2,519
14.8
College Board Property
2,426
NA
45,201
-2.1
Total career services and development
Look into an eMarketer subscription.

For a demo, and a free eMarketer Analyst
Report take your choice from over 70
published every year call or e-mail today.
Impetus: The Internet may be reaching a tipping point. Females now make up 51.6% of the US online population, and
the female majority will become even more pronounced over the next few years, particularly in online shopping and
buying. As women, who dominate offline spending, extend that influence online, they will transform content,
commerce and marketing. Are marketers, retailers, Web content sites and agencies prepared for the women s Web?
Internet Users in the US, by Gender, 2003-2008 (in
millions)
2003
79.9
84.4
2004
82.3
87.8
2005
84.2
91.2
2006
85.9
94.2
2007
87.7
96.9
Overview
Technological, economic and societal shifts are changing the
online demographic mix in the US. Females have grown more
comfortable with technology and the Internet, and while
womens earnings still trail mens, educational and salary
trends suggest that womens economic flexibility and clout is
on the rise. As a result, more females are going online, and
females will constitute an undeniable majority in the US online
population in the near future. Females have long embraced the
Internet as a communications medium, and have shown a
strong interest in online games, health content and music.
Now, adult women, who dominate consumer spending offline,
are shifting more and more of their shopping online. As the
female influence grows across the Internet, companies will
need to use techniques that appeal to females, including
word-of-mouth marketing, e-mail and relationship-building
continuity programs.
2008
89.3
99.2
Male
Female
063771 2005 eMarketer, Inc.
Issues & Questions

I How large is the female online population in the US and how
quickly will it grow?
Note: ages 3+; all locations; eMarketer uses the US Department of

Commerce 2003 Internet user number-someone ages 3+ who has
accessed the Internet in the last month-as its benchmark source.
eMarketer has extrapolated the Department of Commerce number to end
of year
Source: eMarketer, April 2005
www.eMarketer.com
I Will females drive future growth in online shopping?

I What activities do females pursue online?
I How can companies best reach this growing majority?
The First Place to Look
800-405-0844
sales@emarketer.com
www.emarketer.com
2006 eMarketer Inc. All rights reserved.

RANK SITE
UNIQUE VISITORS
% CHANGE
RANK
SITE
UNIQUE VISITORS
% CHANGE
CLASSIFIEDS
ENTERTAINMENT - MUSIC
1
Yahoo Music
20,818
-5.7
Craigslist.org
8,524
130.3
AOL Music
18,641
0.7
Trader Publishing Co.
7,615
19.0
MSN Music
17,275
28.0
AutoTrader
4,743
-10.7
ITunes
15,508
182.6
Cars.com
3,283
2.7
Artistdirect Network
10,549
59.7
Apartments.com
1,767
-13.9
Total entertainment - music
78,136
6.5
Total classifieds
26,878
35.5
PERSONALS
GAMBLING
1
Cassava Enterprises
8,057
-11.2
Yahoo Personals
5,325
-15.1
PCH.com
5,116
-29.7
Match.com sites
3,895
-15.5
PartyGaming
3,746
-50.5
Spark Networks
2,336
-22.6
Powerball.com
3,271
283.2
True.com
1,947
47.4
EPrize.net
3,116
58.5
Mate1.com
1,941
542.0
43,164
-10.9
22,249
-11.8
Total gambling
Total personals
ENTERTAINMENT - MOVIES
GAMES
1
Yahoo Games
18,319
-16.6
IMDB.com
15,092
41.1
MSN Games
10,468
-11.4
Yahoo Movies
12,138
-17.1
EA Online
9,768
-16.0
MSN Movies
12,001
5.4
AOL Games
7,078
-15.3
Moviefone
11,722
6.4
Atom Entertainment
7,015
28.5
Hollywood Media Corp.
7,668
-23.1
67,962
-3.4
58,646
6.1
Total games
Total entertainment - movies

RANK SITE
UNIQUE VISITORS
% CHANGE
RANK
SITE
UNIQUE VISITORS
% CHANGE
HEALTH
BLOGS
1
Blogger.com
15,640
528.0
WebMD Health
13,093
21.9
MySpace Blogs
11,345
NA
NIH.gov
8,381
11.4
Six Apart Sites
8,699
NA
MSN Health
6,203
27.9
MSN Spaces
7,925
800.6
About Health and Fitness
4,680
NA
Xanga.com
7,246
7.3
Waterfront Media
4,060
NA
Total blogs
47,694
NA
63,260
6.1
Total health
NEWS/INFORMATION
SPORTS
1
ESPN
17,806
42.7
New York Times Digital*
34,841
322.6
FOX Sports on MSN
15,852
34.0
Weather Channel
27,887
-4.0
Yahoo Sports
13,026
58.1
MSNBC
26,484
20.1
AOL Sports
11,695
37.9
Yahoo News
26,437
7.4
NFL Internet Group
8,393
0.6
CNN
20,546
-1.7
61,707
16.4
107,361
0.8
Total sports
Total news/information
RETAIL
TRAVEL
1
Expedia
25,392
11.0
EBay
66,613
7.4
Trip Network
15,897
-7.3
Amazon sites
42,660
11.0
Travelocity
12,246
-6.9
Apple Computer
24,277
58.9
Orbitz
12,169
-17.2
Wal-Mart Stores
20,999
9.4
Southwest Airlines
9,902
NA
Target Corp.
19,876
26.0
69,260
2.7
Total retail
132,226
3.2
Total travel
Advertising Age: One brand...Many platforms
ONLINE DISPLAY
ADVERTISING
$8.32 BILLION INTERNET
DISPLAY ADS BY CATEGORY
advertising on more than 2,500 sites. *See note on Page 27 for information on the categories, which
are aggregated by Ad Age.
Telecommunications,
Internet and ISPs
18.3%; $1.53 billion
All other
41.8%; $3.46 billion
Retail
12.4%; $1.04 billion
Financial services
12.4%; $1.03 billion
Media
6.5%; $543 million
General services
8.6%; $714 million
DISPLAY AD GROWTH
Source: TNS Media Intelligence. Figures are in millions of dollars.
YEAR
U.S. SPENDING
% CHG
2005
$8,322.7
13.3%
2004
7,342.9
20.8
2003
6,080.1
18.0
2002
5,151.5
-11.1
2001
5,797.1
NA
80% of Advertising Age Online

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TOP 25 U.S. INTERNET ADVERTISERS
Directory of Services
Vonage Holdings Corp.
U.S. AD SPENDING
% CHANGE
$275.8
370.1
Time Warner
169.7
16.5
GUS
166.5
92.4
Dell
155.4
30.0
Verizon Communications
144.0
15.5
Classmates Online
142.9
85.6
Netflix
136.4
-19.9
General Motors Corp.
110.5
67.1
Hewlett-Packard Co.
108.0
-22.5
10
Microsoft Corp.
103.0
-31.9
11
TD Ameritrade Holding Corp.
91.8
39.5
12
Walt Disney Co.
90.4
69.7
13
Apollo Group
89.1
-7.3
14
Scottrade
85.1
34.7
15
IAC/InterActiveCorp
77.3
-9.3
16
E-Trade Financial Corp.
71.6
27.0
17
EBay
66.7
171.2
18
Viacom
66.2
71.6
19
Charles Schwab Corp.
64.4
8.7
20
Emode.com
61.1
89.6
21
Monster Worldwide
58.9
18.2
22
AT&T
57.6
-19.9
23
Ford Motor Co.
55.0
20.9
24
Expedia
48.6
-0.4
25
News Corp.
47.6
12.0
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Advertising Age offers an unmatched weekly distribution
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professionals.
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For classied: Angela Carola. Tel: 800.248.1299 or
acarola@crain.com.
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For 20 years, Creativity and Creativitys AdCritic
(www.adcritic com) have covered the best advertising
work across all media, and the talent behind it. Every
month, in book and online, Creativity has a total distribution
to 235,000 creative directors, agency producers,
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2006 Crain Communications Inc.
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U.S. INTERNET SPENDING TOTALS BY CATEGORY
ABOUT THE CATEGORIES
advertising on more than 2,500 sites. *See note on facing page for information on the categories.
Percent change computed versus 2004 data, not shown.
RANK
CATEGORY*
Telecommunications, Internet & ISPs
U.S. INTERNET AD SPENDING
% CHANGE
$1,525.3
16.5
Retail
1,035.4
-8.0
Financial services
1,031.7
12.7
General services
714.5
38.7
Media
542.7
35.2
Airlines, hotels, car rental & travel
512.9
23.3
Automotive
422.1
15.8
Medicine & remedies
390.1
0.5
Computers & software
357.8
-11.4
10
Education
254.1
11.1
11
Government, politics & religion
171.9
18.3
12
Insurance
162.1
-10.8
13
Toys & games
123.3
54.2
14
Movies, recorded video & music
115.8
0.2
15
Food, beverages & candy
108.8
37.0
16
Personal care
79.4
50.9
17
Home furnishings, appliances & electronics
78.9
114.3
18
Real estate
69.8
-1.8
19
Restaurants
45.2
105.5
20
Beer, wine & liquor
43.2
-2.0
21
Apparel
26.8
-59.3
22
Hardware & home building supplies
14.7
33.4
23
Home supplies & cleaners
13.5
130.2
24
Sporting goods
9.5
16.5
25
Gas & oil
7.7
69.4
Categories are aggregated from TNS classifications as follows (not comprehensively): Automotive
includes manufacturers and dealerships; Retail includes discount department & variety stores, department stores, retail, shopping centers & catalog showrooms; Telecom, Internet services and ISP includes
telephone companies (wireless, local and long distance), Internet service providers, web designers, communications networks, telephone equipment, and offline Internet support; Medicines & proprietary
remedies: Pharmaceutical houses, medicines & proprietary remedies, fitness, eye glasses, medical
equipment; Financial services includes banks and credit cards; Food, beverages & confectionery:
Beverages, confectionery & snacks, dairy, produce, meat & bakery goods, prepared foods, ingredients,
mixes & seasonings; General Services: Apparel services, business services, beauty shops, doctors, nurses, chiropractors, dentists, hospitals, clinics & medical centers, legal services, rental services, dating services, spectator sporting events, exterminators, electric & water companies; Personal care: Cosmetics &
beauty aids, personal hygiene, hair products, toiletries, hygienic goods & skin care; Movies, recorded
video and music includes DVDs; Direct response advertising includes direct response advertising in all
classifications; Airlines, hotel, car rental and travel includes cruise ship travel; Apparel: ready-to-wear,
underclothing & hosiery, jewelry, accessories footwear; Home furnishings, appliances & electronics:
household furnishings & accessories, building materials, equipment & fixtures, appliances, electronics;
Home supplies and cleaners: Household soaps, cleansers & polishes, laundry soaps, foils, wraps, paper
products; Miscellaneous: Aviation (excluding freight), employment recruitment, agriculture, lawn and
garden, industrial, luggage, cameras, film.
CONSUMER
INTERNET
USAGE
INTERNET PENETRATION BY ACCESS TECHNOLOGY
Point is a special in-book and online section of Advertising Age that focuses
on the business issues and imperatives of CMOs and other senior-level
marketing executives.
Source: Ad Age from eMarketer data, using the Federal Communications Commission as its benchmark
for broadband households for 2003. Based on 283.4 million people in the U.S. ages 3+. (See Page 30)
Coming soon! Look for video interviews with CMOs on Advertising Age
Online (www.adage.com). Point will also conduct webcasts on the
topics that matter most to CMOs.
Broadband users
105.1 million; 37.1%
Published monthly, Point reaches 178,000 client-side marketers, plus

bonus distribution to key events throughout the year, including
Not online
108 million; 38.1%
iMedia Brand Summit

Advertising Ages Madison+Vine
Conference
ANA Agency Relations Forum
AAAA Management Conference &
Annual Meeting
Advertising Ages American Consumer
Conference
Ad:Tech San Francisco
US Marketing Forum
ANA Ad Financial Management
Conference
Spencer Stuart CMO Summit
AMA Efe Awards Gala
Dialup users
70.3 million; 24.8%
$172.4 BILLION IN U.S. ONLINE RETAIL SALES IN 2005

Source: Forrester Research U.S. eCommerce 2005 to 2010. All figures are projected. (See Page 34)
Travel
$62.8 billion; 36.4%
Home products
$19.1 billion; 11.1%
Computers, hardware
and software
$13.9 billion; 8.1%
To reach this senior-level audience month after month, contact Suzanne

Hermalyn Tel: 508-497-8688 shermalyn@crain.com.
2006 Crain Communications Inc.
Other
$76.6 billion; 44.4%
ANA Everything Except TV Conference

Advertising Ages Entertainment
Marketers of the Year
AAAA Account Planning Conference
Advertising Ages Women to Watch
ANA Agency Relations Forum
Advertising Ages Madison+Vine East
ANA Annual Conference
Advertising Ages & Creativitys
Redening Creativity
Ad:Tech New York
Advertising Ages Media Mavens
Advertising Ages Marketing 50
INTERNET USERS IN THE U.S. BY ACCESS TECHNOLOGY

Source: eMarketer, using the Federal Communications Commission as its benchmark source for broadband
households for 2003. *Other includes xDSL technologies other than ADSL, fixed wireless (MMDS & WiMAX),
satellite, fiber, Ethernet, powerline technology and other traditional wireline technologies such as T1 lines.
USERS, HOUSEHOLDS, SUBSCRIBERS
Internet users (in millions)
2003
(in millions)
184.6
188.5
278.4
280.9
283.4
286.1
288.6
291.2
59.0%
60.6%
61.9%
63.0%
64.0%
64.7%
86.5
105.1
124.2
141.7
157.3
71.5
92.8
percent change
Internet households (in millions)
64.1
percent change
Broadband households
(in millions)
26.0
percent change
Dial-up households (in millions)
38.1
percent change
70.3
18.2%
55.9
1.0
14.1%
42.9
0.9%
0.7
11.0%
31.2
-9.9%
-15.9%
-20.5%
-23.3%
-27.3%
68.8
71.5
74.1
78.0
82.2
34.3
42.3
51.1
60.4
69.4
7.3%
31.9%
34.5
3.9%
23.3%
29.2
3.6%
20.8%
23.0
5.3%
18.2%
17.6
5.4%
14.9%
12.8
23.1%
29.9%
36.2%
42.9%
49.8%
56.3%
40.6%
49.9%
59.2%
69.0%
77.4%
84.4%
13.7
18.0
22.4
27.1
31.2
20.5
24.2
28.2
32.0
35.7
9.5
16.4
2.3
percent change
Total broadband subscribers
83.6
21.5%
1.1
0.9%
2.1%
-27.3%
percent change
Other broadband subscribers*
21.0%
1.3
1.0%
2.5%
-23.5%
percent change
Cable broadband subscribers
1.6
0.9%
2.7%
-21.2%
+/- change
ADSL broadband subscribers
0.9%
3.1%
-15.4%
+/- change
Broadband as % of all Internet households
3.5%
-9.4%
percent change
Broadband as % of all U.S. households
2008
180.1
percent change
Dial-up users (in millions)
2007
175.4
+/- change
Broadband users
2006
170.1
percent change
Internet users as % of population ages 3+
2005
164.3
percent change
U.S. population ages 3+ (in millions)
2004
28.2
6.8
9.3
44.2%
25.0%
2.6
6.3
9.3
31.4%
18.0%
2.8
6.7
9.8
24.4%
16.5%
4.1
6.9
8.5
21.0%
13.5%
5.6
6.5
7.0
15.1%
11.6%
6.6
13.0%
7.7%
46.4%
36.6%
17.9%
36.8
45.0
54.7
64.7
73.5
30.5%
22.3%
21.6%
18.3%
13.6%
ONLINE ACTIVITIES OF U.S. ADULT INTERNET USERS

Source: Pew Internet and American Life Project, October 2005, as cited by eMarketer. Data is a compilation of two surveys: February-March 2005 n=2,201 and May-June 2005 n=2,001.
AT-HOME
DIAL-UP USERS
ACTIVITY
AT-HOME
BROADBAND
Get a news product
68%
82%
Buy a product online
59
81
Bank online
35
59
Download computer programs
35
47
Play online games
33
41
Read someone elses blog
20
35
Participate in an online auction
19
39
Download music
17
33
11
Create a blog
U.S. INTERNET USERS BY RACE

Source: eMarketer. eMarketer, using a 2003 baseline from the Department of Commerce's October
2003 estimate of the percentage of individuals ages 3+ in each segment who had access to the
Internet at the time of the survey.
RACE
2004
2005
2006
128.3
17.6
14.9
8.7
131.9
18.4
15.9
9.4
134.8
19.2
17.0
10.0
75.2%
10.5%
9.1%
5.3%
74.8%
10.7%
9.5%
5.6%
USERS (IN MILLIONS)

White
African-American
Hispanic
Asian-American
AS PERCENT OF TOTAL INTERNET USERS

White
African-American
Hispanic
Asian-American
75.4%
10.3%
8.8%
5.1%
IMPORTANCE OF ACTIVITIES BY ONLINE FREQUENCY

Source: The Conference Board, TNS NFO, first quarter 2006, as cited by eMarketer. A household is
classified as being online if the household head reports being online at least monthly. Of all online
households whose primarily reason for logging on is to conduct financial transactions (and less than
12% of households fall into this category), 75.9% log on to the Internet on a daily basis. While financial
transactions are the main draw to the Internet for these households, they are also likely using the
Internet for other purposes.
HOW OFTEN HOUSEHOLDS ARE ONLINE

SEVERAL
ABOUT
AT
TIMES
ONCE
LEAST
A WEEK
A WEEK
MONTHLY
LESS
THAN
MONTHLY
ACTIVITY
DAILY
Personal communication
70.4%
16.0%
4.6%
4.0%
5.0%
Personal research
68.5
16.1
4.6
4.4
6.4
Purchasing products
72.9
14.8
3.8
4.0
4.5
Financial transactions
75.9
14.4
3.2
3.5
3.0
Entertainment
71.1
15.7
4.0
4.0
5.1
Work-related activities
74.2
14.9
3.1
3.6
4.2
Following the news
72.8
15.4
3.6
3.7
4.5
They all are!

And youll find them at Pogo.com
TM
Get your message to our loyal, engaged audience at Pogo, the online
site where adult gamers come to relax, hang out and play games. Reach
nearly 10 million people who spend an average of 36 minutes at Pogo
every day*. Micro targeting and content integration will keep your brand
front and center with the audience you need to reach.
Contact: West/MidwestOnline@ea.com
or EastOnlineAdSales@ea.com
*Source: Media Metrix, February 2006. Models and the Digital Media are being used for illustrative purposes only.
2006 Electronic Arts Inc. All rights reserved. Pogo and Pogo.com are trademarks or registered trademarks of Pogo Corporation in the
U.S. and/or other countries. All other trademarks are the property of their respective owners. PogoTM is an Electronic ArtsTM brand.
U.S. ONLINE RETAIL SALES
ONLINE CONTENT SPENDING BY CATEGORY
Source: Forrester Research U.S. eCommerce 2005 to 2010. All figures are projected. *Some categories
are aggregated by Ad Age.
CATEGORY*
Apparel
U.S. ONLINE RETAIL SALES PROJECTIONS (IN BILLIONS)

2005-2006
2005
% CHG
2010
$12.5
22.2%
Source: Online Publishers Association/comScore Networks. Dollars are in millions for calendar 2005.
Percent change is computed versus 2004 figures, not shown.
RANK
$25.9
CATEGORY
Entertainment/lifestyle
CONSUMER SPENDING
% CHANGE
$573.8
38.8
Personals/dating
503.4
7.2
Business content/investment
320.3
2.4
Research
152.3
32.3
Personal growth
117.3
21.6
Games
108.4
22.1
General news
78.7
-10.5
4.1
13.1
6.2
13.9
7.2
17.0
Computer hardware
11.3
7.0
13.8
Computer software
2.6
8.1
3.2
Consumer electronics
8.5
17.6
16.8
Flowers/cards/gifts
4.8
21.5
8.9
Community-made directories
65.4
-7.2
Health/beauty
2.9
36.3
7.8
Sports
51.3
-2.8
Home products
19.1
23.1
40.6
10
Greeting cards
45.7
5.3
Jewelry/luxury goods
3.2
26.8
6.1
Music/video
4.4
21.7
8.7
Music
1.6
24.0
2.6
Video
2.9
20.5
6.1
Sporting goods/equipment
4.1
22.8
8.7
Tickets
5.4
16.6
9.4
RANK
Toys/video games
3.9
14.9
6.3
Portals
17.3
33.5%
160,080
Toys
2.5
11.8
3.5
E-mail
1.4
20.1
2.8
7.3
14.1
125,834
Video games
9.3
0.0
19.4
Promotional servers
Auto/auto parts
5.8
11.3
157,383
5.8
27.4
16.9
Instant messengers
Food/beverage
5.1
9.8
74,064
62.8
16.9
119.1
Retail
3.9
7.6
136,863
38.5
13.8
63.7
Entertainment
2.8
5.4
129,441
Car rentals
2.7
22.2
5.8
Games
2.4
4.6
71,390
Full-service travel agents
1.1
45.5
3.7
Online Gaming
2.0
4.0
41,572
20.5
20.5
45.9
Community
1.6
3.1
110,141
172.4
17.0
328.6
10
Directories/resources
1.5
2.9
121,896
Books
Computer hardware/software
Travel
Airline tickets
Hotel reservations
Total U.S.
TOP CATEGORIES BY TIME SPENT ONLINE

Source: comScore Media Metrix. Unique visitors in thousands for November 2005 representing all persons at U.S. home, work, college and university locations.
CATEGORY
DAILY
MINUTES
PER USER
SHARE
OF ONLINE
DAY
UNIQUE
VISITORS
(000)
CLASSIFIED
RECRUITMENT SITES BY SHARE OF MARKET
Source: Forrester Research, from U.S. Online Marketing Forecast 2005 to 2010. Revenues are in millions
for 2005. *Sites not affiliated with CareerBuilder.
RANK VENDOR
SHARE
U.S. REVENUE
% CHG
Monster
37.8%
$523
16.9%
CareerBuilder
22.8
315
24.0
Yahoo Hotjobs
10.4
144
15.2
Online newspapers*
13.0
180
26.8
Other online job sites
16.0
220
15.8
100.0
1,382
19.0
Total
CareerBuilder 22.8%
Yahoo Hotjobs 10.4%
Monster 37.8%
Online newspapers* 13.0%

Other online job sites 16.0%
U.S. ONLINE CLASSIFIEDS AD SPENDING

Source: Forrester Research, from U.S. Online Marketing Forecast 2005 to 2010.
2004
U.S. MARKETING SPENDING IN MILLIONS

2005
2006
2007
2008
2009
2010
Real estate
$565
$657
$748
$820
$921
$955
Automotive
447
614
754
888
1,003 1,102
1,186
1,161
1,382
1,617
1,876
2,119 2,353
2,564
Job listings
767
898
1,035
1,182
1,314 1,435
1,539
Resume database
325
401
485
581
678
776
872
Other advertising
70
83
97
113
127
141
154
2,173
2,654
3,119
3,584
4,000 4,375
4,705
Recruitment
Total
$878
SEARCH
SEARCH SITE RANKING

Source: Hitwise data for the week of March 11, 2006. Hitwise collects Internet usage information through
partnerships with ISPs and opt-in panels to monitor more than 10 million users in the U.S. and more
than 25 million worldwide.
SHARE OF 5.82 BILLION ONLINE SEARCHES

Source: comScore qSearch, a division of comScore Networks. Percent change based on share of 5.24
billion searches in February 2005. The 2006 figure represents a 11.1% overal increase in searches.
PERCENT OF
SEARCHES IN FEB. 2006
ENGINE
RANK
NAME
DOMAIN
Google
Yahoo Search
% CHG
MSN Search
6.0%
Google Image Search
Google sites
42.3%
Yahoo sites
27.6
-3.5
Ask.com
MSN-Microsoft sites
13.5
-2.8
AOL Search
Time Warner network
8.0
-0.9
Yahoo Image Search
Ask.com
6.0
0.7
My Web Search
Information.com
SEARCH ENGINE MARKET SHARE

Source: comScore qSearch, a division of comScore Networks.
All other 2.6%

Ask.com 6.0%
Time Warner
network
8.0%
MSNMicrosoft
13.5%
Yahoo 27.6%
Google 42.3%
MARKET
SHARE
www.google.com
46.11%
search.yahoo.com
15.91
search.msn.com
12.28
images.google.com
5.63
www.ask.com
2.23
www.aolsearch.com
1.56
images.search.yahoo.com
1.49
www.mywebsearch.com
0.93
www.information.com
0.88
www.dogpile.com
0.79
10
Dogpile
11
My Search
www.mysearch.com
0.64
12
InfoSpace
www.infospace.com
0.54
13
Yahoo Directory
dir.yahoo.com
0.39
14
Gleaned.com
www.gleaned.com
0.37
15
Answers.com
www.answers.com
0.36
SEARCH ENGINE USE BY GENDER

Source: Hitwise data for the week of March 11, 2006. Hitwise collects Internet usage information through
partnerships with ISPs and opt-in panels to monitor more than 10 million users in the U.S. and more
than 25 million worldwide.
RANK
NAME
MALE
FEMALE
Google
53.01%
46.99%
Yahoo Search
50.05
49.95
MSN Search
46.52
53.48
Ask.com
42.69
57.31
AOL Search
41.25
58.75
SPONSORED LINK CLICKS
SNAPSHOTS OF TOP SEARCH TERMS
Source: Harris Interactive study commissioned by iCrossing cited by eMarketer. How often U.S. adult
Internet users click on a sponsored link when using a search engine to look for a specific product/service. Internet users for this survey are those who use search engines to research products/services
before making online purchases.
AGE
ALWAYS
PERCENT OF RESPONDENTS
OFTEN
SOMETIMES
RARELY
NEVER
Four lists of top search terms are presented below. Sources: Wordtrackers Key Words report, March 15,
2006 is for the previous 100 days. The hits count is the number of sightings of a keyword in a database
of more than 370 million search terms from queries on metacrawlers on the web such as Metacrawler
and Dogpile. Adult terms are omitted. Google Zietgeist for the week ending March 13 shows the top 10
gaining search queries published by Google. *These two lists are from Hitwise for four weeks ending
March 11, 2006. Google terms are the top search terms on Google. The generic shopping terms are
those which had the most success driving traffic to shipping or classified sites across all engines.
18-34
1%
10%
37%
37%
15%
35-44
15
43
33
45-54
14
48
29
RANK
QUERY
55+
20
55
20
google
203,442
myspace
ebay
158,819
ebay
yahoo
149,466
yahoo
paris hilton
133,869
myspace.com
myspace
113,561
mapquest
girls
108,001
yahoo.com
FREQUENCY OF SEARCH ENGINE USE

Source: Center for Survey Research and Analysis at the University of Connecticut as cited by eMarketer
for February 2006.
PERCENT OF
RESPONDENTS
ACTIVITY
WORDTRACKER
GOOGLE TERMS (FROM HITWISE)*

HITS
RANK
QUERY
More than once a day
23%
eminem
99,863
hotmail
Once a day
16%
lyrics
93,124
my space
3-5 days a week
18%
carmen electra
90,736
dictionary
1-2 days a week
14%
10
games
90,068
10
Once every few weeks
11%
Less often
16%
GOOGLE ZEITGEIST
RANK
U.S. SEARCH MARKETING SPENDING

2004

2005
2006
2007
2008
2009
Agency fees
$424
$537
$691
$813
Paid inclusion
222
271
321
366
Contextual listings
648
914
1,181
Paid search
2,974
3,949
Total
4,268
36%
As % of online spending
2010
$946 $1,092 $1,258
QUERY
gmail
GENERIC SHOPPING TERMS*

RANK
QUERY
dana reeve
prom dresses
spacecraft
flowers
pi
lingerie
ncaa
furniture
sopranos
sex toys
447
485
teri hatcher
checks
1,426
1,665 1,881
2,089
wafah dufour
shoes
4,873
5,682
6,444 7,113
7,740
sebastian telfair
auto parts
5,671
7,067
8,287
9,463 10,533 11,571
world baseball classic
tires
39%
41%
42%
10
books
408
43%
44%
44%
10
barry bonds
MOBILE
MOBILE DEVICE USE AND CONTENT CONSUMPTION
WAP SUBSCRIBERS BY CARRIER
Source: M:Metrics survey of 35,649 U.S. mobile subscribers. Data based on three-month moving average for period ending January 31, 2006. Projected subscriber totals are in thousands.
RANK
ACTIVITY
U.S. SUBSCRIBERS
% SHARE
% CHG
Source: M:Metrics. Subscriber figures are three month averages ending January 2006. WAP is Wireless
Application Protocol.
RANK
CARRIER
U.S. SUBSCRIBERS
% SHARE
Sent text message
62,421
34.1%
2.4%
Cingular/AT&T
37,788,212
28.79%
Retrieved news and information
19,008
10.4
2.3
Verizon
33,479,382
25.51
Purchased ringtone
18,372
10.0
3.9
Sprint PCS
14,151,552
10.78
Used photo messaging
17,971
9.8
5.7
T-Mobile
14,142,047
10.78
Used personal e-mail
14,026
7.7
4.3
Nextel
9,653,777
7.36
Used mobile instant messenger
11,979
6.5
3.6
Alltel
5,430,539
4.14
Used work e-mail
8,479
4.6
7.5
US Cellular
3,573,817
2.72
Purchased wallpaper or screensaver
7,372
4.0
2.7
Virgin Mobile
2,193,944
1.67
Downloaded mobile game
6,006
3.3
-0.7
Cellular One/Dobson/Western
1,644,712
1.25
10
TracFone
1,142,586
0.87
11
Other carrier
8,039,919
6.13
12
Total
131,240,484
100.00
TOP MOBILE SITES

Source: M:Metrics. Subscribers in millions are projected from a survey of 36,649 mobile users in
January 2006. The percentage indicates the percent of respondents who accessed this type of information ever in a month.
NEWS
RANK
13.4%
SITE
SUBSCRIBERS
SEARCH
RANK
SITE
SUBSCRIBERS
CNN.com
4.3
Google
4.6
Yahoo
4.1
Yahoo
4.1
ESPN Sports News
4.0
MSN
1.4
WEATHER
RANK
SITE
7.2%
SUBSCRIBERS
MAPS, DIRECTORIES
RANK
SITE
U.S. HANDSET MARKET SHARE
5.0%
Source: Strategic Analytics. Units sold are in millions for calendar 2005.
RANK
VENDOR
UNITS
% CHG
27.6%
% SHARE
Motorola
47.33
33.1%
LG
25.04
120.3
17.5
Nokia
24.23
-10.7
17.0
4.3%
Samsung
23.24
-4.0
16.3
SUBSCRIBERS
Kyocera
6.97
-19.6
4.9
Weather.com
4.2
Yahoo
3.5
Sanyo
5.50
-1.8
3.8
Yahoo
3.0
Google
2.9
Other
10.57
-16.8
7.4
Google
1.5
MapQuest
2.8
Total market
142.88
4.9
100.0
E-MAIL
TOP 10 E-MAIL SERVICE
PROVIDERS BY VOLUME
Source: JupiterResearch E-mail Marketing Buyers
Guide, October 2005. Volume figures are not
available and volume may not be a precise measure of each companys size.
RANK VENDOR
Epsilon Interactive/Dart Mail
Cheetahmail
Yesmail
Digital Impact
JL Halsey (E-mail Labs and Lyris)
Responsys
EDialog
8
9
10
Constant Contact
E-MAIL VOLUME FORECAST
DELIVERY STATISTICS ON E-MAIL
Source: JupiterResearch. Retention includes promotional e-mail. Acquisition includes sponsored

newsletters. Receipts are examples of transactional e-mail.
Source: Return Path, based on a consumer survey run in February 2006 using Return Path's Authentic
Response online panel.
2005
56
2006
58
2007
59
2008
61
2009
63
2010
64
OVERALL NON-DELIVERY: For the second half of 2005, 20.5% of permission-based commer-
1,890
716
3,253
1,888
691
666
HIGHEST
2,578
RANK
1,883
641
2,255
1,880
617
1.942
1,878
593
1,640
TRANSACTIONAL
SPAM

2005
2006
2007
2008
2009
2010
RANK
ISP
PERCENT FILTERED
Excite
42.9%
EarthLink
7.8%
Gmail
40.4
Mac.com
8.1
Lycos
33.8
CompuServe
9.4
CONSUMER INFO: 73.4% of consumers report not getting an e-mail they expected to
receive, only to find it either went to the junk folder or didn't get delivered at all.
60.7% of consumers get 50 or more non-personal e-mails per week. Only 13.7% get
less than 20 non-personal e-mails per week.
120
$107
$106
$105
$102
$98
100
$275
$326
$380
$425
$468
$505
$541
Outsourced e-mail
delivery
374
378
396
414
424
479
542
E-mail list rental
744
747
746
761
665
622
581
1,393
1,451
1,522
1,600
1,557 1,606
1,664
E-mail as % of total
online mktg spending 12%
10%
9%
8%
Total
PERCENT FILTERED
Source: JupiterResearch U.S. e-mail Marketing Forecast, 2005-2010. Jupiter forecasts that e-mail
delivery rates will increase as marketers, e-mail infrastracture companies and ISPs adopt
better practices and tighter controls over spam.
Newsletter
sponsorships
ISP
LOWEST
COST OF BLOCKED E-MAIL
U.S. E-MAIL MARKETING SPENDING

2004
ISPs with the highest and lowest filtering rates
2,910
RETENTION
A C QUISITION
Exact Target
cial e-mail was blocked or filtered by the 31 ISPs and B2B filters monitored by Return Path.
This means that the e-mail either went to the bulk folder or was not delivered at all. Based
on more than 117,000 campaigns run through Return Path's Mailbox Monitor service.
1,885
Annual number
e-mails
active2500
e-mail3000
consumer
500 of1000
1500per2000
3500
Silverpop
STATISTICS
$92
80
60
7%
7%
6%
40
20
12%
11%
11%
10%
9%
8%
2005
2008
2007
2009
2010
2006
COST OF BLOCKED RETENTION AND SPONSORED E-MAIL (IN MILLIONS)
PERCENT OF BLOCKED E-MAIL OF TOTAL RETENTION AND SPONSORED E-MAIL SPENDING
GAMES
RSS
TYPES OF GAMES PLAYED ONLINE MOST OFTEN
RSS STANDS FOR REALLY SIMPLE SYNDICATION
Source: Entertainment Software Association as cited by eMarketer, May 2005. Data is for the U.S.
PERCENT OF
RESPONDENTS
TYPE
56.8%
19.0
9.6
9.1
8.5
Puzzle, board, game show, trivia, card

Action, sports, strategy, role play
Shockwave, flash, browser-based mini-games
Persistent multi-player universe
Other
PROJECTED U.S. IN-GAME VIDEO AD REVENUE

Source: Yankee Group as cited by eMarketer for May 2005. Figures in millions of dollars exclude advertising on game Web sites, but include static ads and product placement.
In-game advertising
Advergames
2003
2004
2005
2006
2007
2008
$10.0
$34.0
$71.9
$173.1 $302.9 $432.7 $562.5
69.0
83.6
113.7
153.3
203.5
259.9
312.2
Source: NPD Group. Games are ranked by units sold in the U.S. in 2005. PS2 is Sonys PlayStation 2;
GBA is Nintendos Game Boy Advance; XBX is Microsofts XBox. NPD reports life-to-date video game
console hardware installs through February 2006 as follows: Playstation 2: over 33 million units;
Nintendo GameCube: over 11 million units; Microsoft Xbox: over 14 million units; Microsoft Xbox 360:
over 1 million units. Units, in millions, represent minimum levels.
UNITS
Depending on the service provider a user

selects, subscribing varies in complexity.
To sign up for a Bloglines account, users need
to provide an e-mail address and a password.
Once the account is created, a user adds subscriptions by pasting in URLswhich reside behind
all those little orange RSS and XML buttons
popping up all over the web.
In My Yahoo, the process is a little more
seamless. Users click on the names of informa-
tion types (publications, topics, news sources)

they want to receive. A user may not realize the
data is distributed via RSS.
Marketers and ad networks can feed advertising into syndicated data using behavioral targeting. RSS ad networks can then analyze the
online behavior of those receiving the ads.
Applications, podcasts, video and other kinds
of digital information also can be distributed and
updated this way.
NEWS SITE VISITS BY RSS USERS
2009
TOP VIDEO GAMES AND HARDWARE
RANK GAME (PLATFORM), PUBLISHER
TO USE RSS, a consumer can employ a subscription aggregator/RSS reader such as

Bloglines, Newsgator or My Yahoo to bring content into a browser. These services
aggregate all the sites a consumer has subscribed to, like NYTimes.com or
Gawker.com, for example, and deliver the information from the services directly to
the user as soon as it is updated. 34% of RSS users get syndication through manually created feeds on Bloglines, according to Bill Flitter, VP-marketing and founder of
Pheedo, an ad network for RSS.
Source: Nielsen/Netratings as cited by eMarketer, September 2005 survey of 2,219 home, work and
school Internet users.
USER TYPE
AVG. NEWS SITES

VISITED
VISITS TO A TOP 20
VISITS TO ALL
NEWS SITE
OTHER NEWS SITES
RSS users
10.6
32
16
Non-users
3.4
11
DEMOGRAPHIC PROFILE OF U.S. RSS USERS

Source: Nielsen/Netratings as cited by eMarketer, September 2005 survey of 2,219 home, work and
school Internet users.
RELEASED
PERCENT OF RESPONDENTS IN EACH DEMOGRAPHIC

ONLINE
BEFORE
COLLEGE
INCOME
18-34
MALE
1994
GRADUATE $100,000+
YRS OLD
Madden NFL 06 (PS2), Electronic Arts
2.9
Aug-05
Pokemon Emerald (GBA), Nintendo of America
1.7
Apr-05
Gran Turismo 4 (PS2), Sony Corp.
1.5
Feb-05
Aware RSS users
78%
48%
46%
25%
17%
Madden NFL 06 (XBX), Electronic Arts
1.2
Aug-05
Unaware RSS users
54
36
53
27
25
NCAA Football 06 (PS2), Electronic Arts
1.1
Jul-05
Non-RSS users
46
34
43
22
16
USER TYPE
SCOTT BREITHAUPT
AWARDS &
TOP AGENCIES
Advertising Ages first Interactive Awards Special Report (AA, Nov. 7, 2005) selected Chrysler Group, an advertiser operating in a traditionally conservative TV-centric
category, as its Interactive Marketer of the Year. Chrysler was cited for its innovation
and financial commitment to the Internet.
PepsiCo was selected as the winner for Best Web Site for understanding and using the
Internet for brand relevance with the fickle youth market. Cited were Pepsi-Cola
North Americas youth-oriented leadership on its PepsiWorld.com and
MountainDew.com Web sites and the transfer of its Pepsi Smash music show from
TV to Yahoo.Music.com
Best Online Campaign went to Virgin Atlantic and its agency
Crispin Porter & Bogusky for an extension to the Go jet set,
go effort in which downloadable banners were offered.
Examples included having a dream interpreted and a haircut delivery by mouse clicks.
Interactive Agency of the Year was R/GA, which implements technology to engage consumers by surrounding each account with a crossdiscipline team that homes in on what kind of relationships the consumer has with
a brand. It was feted for its 2005 Nike id build-your-own sneaker effort in Times
Square.
Best Media Agency honors went to Avenue A/Razorfish, named for its ability to measure the impact of marketer campaigns and demonstrate the ROI of online advertising. One campaign noted was that of Levi Strauss & Co. and its Find your style
online advertising.
Best Online Media Seller was Yahoo for becoming far more than a seller or portal,
becoming a full-fledged media company and offering strategic vision to its marketing partners.
TOP 10 INTERACTIVE AGENCIES

Source: Ad Ages forthcoming Agency Report (AA, May 1, 2006). Tables on this page are rankings by
2005 U.S. interactive revenue in millions. All figures are Ad Age estimates.
RANK
AGENCY [PARENT]
U.S. INTERACTIVE REVENUE
Avenue A/Razorfish [aQuantive]
% CHANGE
$189.8
36.5
Sapient
167.2
22.5
Digitas
155.0
46.2
Agency.com [Omnicom]
92.5
25.9
OgilvyInteractive [WPP]
91.2
15.0
Grey Interactive Worldwide [WPP]
77.0
11.9
Modem Media [Digitas]
75.4
11.7
Organic [Omnicom]
72.0
43.1
Tribal DDB [Omnicom]
66.0
46.7
R/GA [Interpublic]
62.6
50.5
10
TOP 5 AD NETWORKS
BY UNIQUE VISITORS
Source: Ad Age ranking of iMedia connection data. Go to: http://www.imediaconnection.com/resourceconnection/adnetwork.asp and http://www.imediaconnection.com/adnetworks/. Among other interesting ad networks, ClickDiario serves the Spanish-language market and had 45 million unique visitors;
Third Screen Media targets mobile devices, and had 4 million unique visitors in 2005.
RANK
NETWORK
MILLIONS OF
UNIQUE
VISITORS
BILLIONS OF
IMPRESSIONS
WEB
SITES
Advertising.com
134.1
35.0
3,000
Tacoda
128.0
5.0
3,000
24/7 Real Media
117.0
9.0
860
ValueClick Media/Fastclick
112.0
25.0
13,500
BlueLithium
100.0
6.0
1,000
MISCELLANEOUS
TOP PC VENDERS BY MARKET SHARE
Source: An IDC preliminary ranking of 2005 shipments, in thousands. 1) Data for Lenovo
includes shipments for IBM PCs (including Desktop and Portable PCs and excluding x86
Servers and Personal Workstations) starting in Q2 2005, and only Lenovo data for prior quarters. 2) IDC estimates prior to Gateway's financial earnings report. 3) Toshiba U.S. shipments
based on IDC estimates. Includes shipments to distribution channels or end users.
RANK VENDOR
SHIPMENTS
SHARE
WORLDWIDE
1
2
3
4
5
Dell
HP
Lenovo 1
Acer
Fujitsu/Fujistu Siemens
Total market
37,732
32.525
12,995
9,803
8,489
208,586
18.1%
15.6%
6.2%
4.7%
4.1%
100.0%
21,466
12,452
3,924
2,554
2,260
64,089
33.5%
19.4%
6.1%
4.0%
3.5%
100.0%
U.S.
1
2
3
4
5
Dell
HP
Gateway 2
Apple
Toshiba 3
Total market
SHARE OF PORTABLE DIGITAL PLAYER SALES

Source: NPD Group for U.S. sales of over 19.1 million units in calendar 2005.
BRAND
Apple
SanDisk
Creative Labs
Iriver
Samsung
UNIT VOLUME SHARE
72.7%
6.9
3.9
2.9
2.5

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A SUPPLEMENT TO

Published April 17, 2006 Copyright 2006 Crain Communications Inc.

Interactive Marketing & Media | Advertising Age | 3

WELCOME TO OUR FIRST

4 | Advertising Age | FactPack

Online display advertising

Consumer Internet usage

Awards & top agencies

6 | Advertising Age | FactPack

FT.coms US visitors are worldly and

MARKETERS USING INTERACTIVE

Rich media e-mails

Rich media display ads

PLANNED SPENDING ON EMERGING AD TACTICS

Adding RSS feeds

Ads on third party blogs/blog networks

Ads in RSS feeds

Product placement in video games

A global view for a global world.

8 | Advertising Age | FactPack

Here. There. Everywhere.

TOP FIVE PORTAL SITE COS. BY UNIQUE VISITORS

Yahoo yahoo.com; Sunnyvale, Calif.

Microsoft Corp. msn.com, msnbc.com (joint venture), microsoft.com; Redmond, Wash.

61,000 employees led by William H. Gates III, chmn; Steven A.

Time Warner aol.com, cnn.com, multiple media sites; New York

ValueClick Media is now the most powerful way to achieve

85,000 employees led by Richard D. Parsons, chmn & CEO-Time Warner;

Where you should be...

Google google.com; Mountain View, Calif.

eBay ebay.com; San Jose, Calif.

Where your consumers are...

Here. There. Everywhere.

ValueClick Media, a ValueClick, Inc. company

10 | Advertising Age | FactPack

TOP 25 WEB SITES BY UNIQUE VISITORS

Time Warner Network

New York Times Digital *

Verizon Communications Corp.

Walt Disney Internet Group

Gorilla Nation Media

12 | Advertising Age | FactPack

Interactive Marketing & Media | Advertising Age | 13

TOP 25 U.S. PARENT WEB SITES BY AD REVENUE

TOP 25 U.S. WEB SITES BY AD REVENUE

SITE (URL IF DIFFERENT)

Yahoo TV coverage (tv.yahoo.com)

Yahoo Sports (sports.yahoo.com)

AT&T Worldnet (ATT.net)

Dow Jones Online

Excite Lifestyles (lifestyle.excite.com)

Yahoo Health (health.yahoo.com)

ABC Internet Group

Weather Channel (weather.com)

ESPN Internet Group

Weather Channel Interactive

New York Times (nytimes.com)

New York Times

MSN Games by Zone (zone.msn.com)

Lycos Movies Clips (entertainment.lycos.com/movies)

Total measured Internet advertising

Total measured Internet advertising

14 | Advertising Age | FactPack

Interactive Marketing & Media | Advertising Age | 15