NEW YORK: Retail advertisers accounted for 22 percent of the $23.4 billion spent on Internet advertising last year, according to the Interactive Advertising Bureau. The total represented a record year, with 3Q accounting for approximately $5.8 billion and 4Q around $6.1 billion. Internet ad revenues for all of 2008 increased 10.6 percent over 2007.
Categorically, retail businesses led the way in 2008 as they have in years past, though the collectively accounted for a smaller portion of the total take than in 2007. The financial services sector was next largest, and also down, while the auto industry moved more money onto the Internet. Computer makers, telecom and packaged good grew proportionally; travel, media and entertainment accounted for smaller parts of the overall pie than last year.
Retail advertisers represented the largest category of Internet ad spending, accounting for 22 percent of revenues or $5 billion, down from the 25 percent ($5.4 billion) reported in 2007.
Financial Services advertisers spent 13 percent of 2008 revenues or $3 billion, down from the 15 percent ($3.2 billion) reported in 2007.
Automotive advertisers accounted for 12 percent of 2008 revenues or $2.8 billion, up slightly from the 12 percent ($2.5 billion) reported in 2007.
Computing advertisers accounted for 12 percent of 2008 revenues or $2.7 billion, up from the 11 percent reported ($2.3 billion) in 2007.
Telecom companies accounted for 9 percent of 2008 revenues with $2 billion, up slightly from the 8 percent ($1.7 billion).
Leisure Travel (airfare, hotels & resorts) accounted for 6 percent of revenues ($1.4 billion) down from 7 percent or $1.5 billion reported in 2007.
Media accounted for 5 percent of revenues for the full year of 2008 or $1.3 billion, down slightly from the 6 percent ($1.3 billion) reported in 2007.
Consumer Packaged Goods and Food Products represented 6 percent of full-year revenues ($1.5 billion) up from the 4 percent or $925 million reported in 2007.
Entertainment accounted for at 4 percent of 2008 revenues ($917 million), down slightly from the 5 percent ($1.0 billion) reported in 2007.
-- Deborah D. McAdams
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