French dot-coms spent $240 million on advertising in 1999

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PARIS--Internet-based businesses invested more than $240 million in French advertising during 1999, reflecting growth of more than 300% from the previous year, according to a new survey of dot-com advertisers released by media monitoring agency Secodip.

The ad spend came from 700 companies from a variety of New Economy sectors, about twice as many dot-com advertisers as in 1998. Spending was divided almost evenly between Internet access and service providers, and Web sites.

Print raked in about 55% of the Internet advertising windfall, followed by TV (22%), radio (16%), outdoor (6%) and cinema (1%).

French advertising on the Internet also came into its own in 1999, says Secodip, noting that its recently formed media tracking department, AdNetTrack, has identified more than 15,000 banner ads representing 1,700 brands and 1,000 advertisers.

Secodip is now recording more than 1,000 new banner ads each week, with traditional Net advertisers in the telecoms and information-technology sectors now being challenged for ad spend supremacy by advertisers in the retail distribution, services, transport and tourism sectors.

Net advertising is expected to top $80 million in 2000, says Secodip.

France Telecom, operator of top ISP Wanadoo, portal site, online Yellow Pages and virtual bookseller, was France's top advertiser from the New Economy sector.

Wanadoo led the Top 10 advertisers list for ISPs and access providers, followed by America Online France, Club Internet, Liberty Surf, World Online, Iliad Free, Hewlett Packard E-Services, Freesbee, Wanadoo Pro and France Explorer.

Voila led the list of Web site or dot-com advertisers, followed by the Yellow Pages, Lycos, job site Cadres Emploi, bookseller BoxMan, chip manufacturer Intel Corp., community site MultiMania, French online auctioneers Ibazaar, U.K. aucion site QXL and online broker Consors.

Copyright March 2000, Crain Communications Inc.

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