Large companies increased their weekly online ad impressions from 30 million to 37 million during the fourth quarter of 2000, but the online advertising market is still dominated by small and mid-size companies who tend to be dot-coms, according to the January survey by AdRelevance, a Jupiter Media Metrix company. The latest AdRelevance study shows that although large companies (companies with quarterly sales of $500 million or more) buy more sites than their smaller counterparts, they are still buying fewer ad impressions on average: Large companies purchased an average of just 135 million impressions in the fourth quarter of 2000, compared to the 167 million impressions bought by small companies (companies with quarterly sales of $75 million or less). Amazon.com bought the highest total impressions of any large company, with 6.2 billion; on average, large companies bought 72 sites while mid-size companies (companies with quarterly sales of between $75 million and $500 million) bought just 50 sites. Dot-com companies of all sizes bought more impressions than traditional companies of equal size, AdRelevance said.
Copyright January 2001, Crain Communications Inc.