Avenue A/Razorfish: $312 Million In 2004 Billings
"The Internet industry's outlook provides much to be optimistic about," stated the upbeat report. "Major advertisers are no longer experimenting online; they are investing heavily in it." For 2005, Avenue A/Razorfish Vice President, media Jeff Lanctot forecast a 25 percent bump in online advertising--more than eMarketer's predicted increase of 20.7 percent.
In total, Avenue A/Razorfish took out ads on 654 sites last year, up from 476 in 2003. Among the new properties were entertainment site dvdtalk.com, dating and romantic advice site ecrush.com, and bicycle enthusiast site bicycling.com.
The single largest portion of Avenue A/Razorfish ad dollars--39 percent--went to vertical sites, including travel, entertainment, and news and weather sites, according to a report recently released by the agency. Among the vertical categories, travel saw the largest growth, said Lanctot. He also predicted that entertainment would show continued momentum this year.
Paid search, while estimated by eMarketer to account for 42 percent of last year's ad dollars, was responsible for only 28 percent of Avenue A/Razorfish online spending, according to the report. One explanation is that many marketers who advertise on search engines don't use agencies--JupiterResearch reported last month that just 31 percent of search marketers use an agency to manage search campaigns.
Twelve percent of the Avenue A/Razorfish online media spend went to networks, such as Advertising.com, Fastclick, DRIVEpm, and ValueClick. Lanctot said he expects networks to show the most growth this year.
Avenue A/Razorfish spent 11 percent of its online budget at the three major portals--Yahoo!, MSN, and AOL.
Recent Online Media Daily Articles
-
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ...
Be the first to comment on "Avenue A/Razorfish: $312 Million In 2004 Billings"
Leave a Comment