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THE DIGITAL WORLD: MEDIA, AGENCIES AND TOP LINE INDUSTRY DATA

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• See About Digital Family Trees 2010, below.
• This database was created Feb. 22, 2010.
Questions? Comments? Updates? Contact us

Digital holdings of selected major U.S. media firms

Worldwide digital properties of the top seven agency companies

Data on digital marketing, media, agencies and more

  • Internet ad spending

    $23.6 billion will be spent online by marketers this year

    U.S. online advertising forecast by format
    Format2008200920102011201220132014
    Search $10,546 $10,782 $11,422 $12,172 $13,641 $14,694 $15,810
    Banner ads 4,877 4,765 4,923 5,090 5,411 5,630 5,800
    Classifieds 3,174 2,215 2,030 1,915 1,981 2,077 2,176
    Lead generation 1,683 1,521 1,628 1,739 1,868 1,984 2,108
    Rich media 1,642 1,476 1,558 1,688 1,868 2,046 2,142
    Video 734 1,029 1,440 1,966 2,858 3,844 5,202
    Sponsorships 387 313 316 328 351 372 388
    E-mail 405 268 283 302 323 353 374
    Total 23,448 22,370 23,600 25,200 28,300 31,000 34,000
    Source: eMarketer (www.emarketer.com). Dollars in millions. EMarketer benchmarks its U.S. online advertising spending projections against the Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data, for which the last full year measured was 2008; online ad data includes categories as defined by IAB/PwC benchmark—banner ads (static display), search ads (including paid listings, contextual text links and paid inclusion), rich media, video (including in-stream, in-banner, in-text), classified ads, sponsorships, lead generation (referrals) and e-mail (embedded ads only); excludes mobile ad spending.


    Internet spending as percent of U.S. marketing spending
    Format2006200720082009201020112012
    Display 1.6% 2.0% 2.4% 2.8% 3.1% 3.4% 3.6%
    Internet video/rich media 0.7 0.7 1.1 1.5 1.9 2.2 2.5
    Classified 1.2 1.5 1.8 2.2 2.4 2.6 2.7
    Paid search 2.8 3.6 4.6 6.4 7.8 8.9 10.0
    Internet radio 0.0 0.0 0.1 0.2 0.2 0.2 0.2
    Podcast 0.0 0.0 0.0 0.0 0.0 0.0 0.0
    Social media 0.1 0.2 0.2 0.4 0.5 0.6 0.8
    Mobile 0.0 0.1 0.1 0.3 0.4 0.5 0.7
    Total internet 6.4 8.2 10.5 13.7 16.2 18.4 20.6
    Major media dollars $173.43 $177.65 $170.22 $148.32 $144.41 $146.65 $150.88
    Source: ZenithOptimedia (www.zenithoptimedia.com), Ad Age DataCenter analysis of data from ZenithOptimedia's Advertising Expenditure Forecasts (December 2009). Dollars in billions.

    Top 10 internet display advertisers
    RankMarketer2009% chg
    1 Scottrade $756 26.6
    2 TD Ameritrade Holding Corp. 384 37.8
    3 Sprint Nextel Corp. 319 435.6
    4 E-Trade Financial Corp. 285 37.7
    5 Verizon Communications 243 69.9
    6 General Motors Co. 209 11.9
    7 Experian Group 204 34.8
    8 AT&T 142 99.0
    9 Ford Motor Co. 136 135.2
    10 Bank of America Corp. 131 -41.2
    Source: Kantar Media (www.kantarmedia.com). Dollars in millions. Figures exclude search and broadband video. Percent change computed vs. 2008, not shown.

  • Ad networks and ad agencies

  • Blogs

  • Digital media employment

  • E-mail

  • Games

  • Mobile

  • Penetration

  • Retail and travel spending

  • Search

  • Social networking

  • Video

About Digital Family Trees 2010
Ad Age's DataCenter created this database of Digital Family Trees and Digital Market Facts in conjunction with two pullout posters in Ad Age's Feb. 22, 2010, Digital Issue.

Click to see PDFs of those two posters: Digital Family Trees 2010 and Digital Market Facts 2010.
Email customerservice@AdAge.com to order copies of the Feb. 22, 2010, print issue including the two posters.

Send your ideas to improve the database. Update us on digital holdings. Report database errors. E-mail: DataCenter@AdAge.com

This database is an expanded version of content from the two posters.

Ad Age asked media and agency companies to confirm listings and descriptions of digital properties for the Digital Family Trees. Companies may have digital assets not shown. Lists are not comprehensive. Companies are shown alphabetically. Numbers are rounded.

Media section shows a selection of 10 major diversified media firms and digital-centric media firms. U.S. media revenue figures are Ad Age DataCenter estimates. Worldwide revenue for AOL, Google and Yahoo includes traffic acquisition costs; estimated U.S. media revenue for those firms excludes traffic acquisition costs.

Sources: companies; Ad Age DataCenter; ComScore Media Metrix.