IAR: Report: More of Fortune 500 Advertised Online in Q4
In the fourth quarter, AdRelevance found that 286 of Fortune 500 companies ran at least one online ad campaign, a 6 percent increase from a year ago. Amazon.com remained the top online advertiser, serving 12.2 billion impressions in the quarter. Estee Lauder finished second with 9.5 billion ad impressions, mostly through its partnership in Gloss.com.
"The bottom line is that all the bases appear to be covered for online advertising to come out of the challenging times it's experienced over the last two and a half years," said Charlie Buchwalter, vice president of client analytics at Nielsen//NetRatings. "We can say with a lot of confidence, with 284 of the Fortune 500 doing some form of online advertising, there's no question that these companies are experimenting and finding ways to put online in the media mix. It augurs for a strong 2003."
