New York--The number of Fortune 100 companies running online ads increased 21% from 67 in 2000 to 81 in 2001, according to new data released by AdRelevance 3.0, Jupiter Media Metrix Inc.'s online ad tracking service."The good news is that more and more of the world's largest companies are advertising online," said Marc Ryan, director of media research, in a statement. The findings are important because a continued increase in Fortune 100 online advertisers could help revive the sagging marketplace. Financial services companies led the Fortune 100 in online ad impressions during the first half of this year, according to AdRelevance. Citigroup was the most prolific Fortune 100 online advertiser with 2.2 billion impressions in the first half; J.P. Morgan Chase & Co. was second with 1.87 billion impressions. Technology companies followed. Dell Computer Corp. was third with 1.7 billion, and Microsoft Corp. fourth with 1 billion. Fortune 100 companies have run online ads for 199 separate divisions, 204 brands and 1,223 products since the third quarter of 2000, when AdRelevance began tracking these figures.Fortune 100 companies prefer portals for their ads. The top six sites chosen by Fortune 100 advertisers, including Yahoo!, The MSN Network and Netscape, were all portals. Despite the rapid expansion, Fortune 100 companies are trailing the rest of the market in online ad impression growth. They increased their number of impressions by 14% during the first half of 2001, compared with a 54% increase by the market as a whole. "Impressions purchased by Fortune 100 companies comprise 8% of the total market, a fairly significant number considering that AdRelevance 3.0 tracks more than 41,000 advertisers," Ryan said. "However, marketers might be a little disappointed that these large companies are not yet significantly increasing the volume of the impressions they buy."
- PHILIP B. CLARK