Online Ads Reach 172 Billion Impressions

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Online advertising reached more than 172 billion impressions during the fourth quarter of 2000, while top Web media companies stocked 28 percent of their sites with self-promotional ads, according to a report released yesterday by Jupiter Media Metrix.


The data, provided by AdRelevance, a Jupiter Media Metrix company, showed that entertainment and society Web sites ran the highest percentage of self-promotional ads -- 30 percent -- among those that relied on advertising support.


The report also found that consumers will face an average of 950 marketing messages per usage day by 2005. However, the cluttering of messages could affect the performance of ads and will hurt Web publishers as pay-per-performance pricing increases.


Twenty-two percent of ads on news and information Web sites during the fourth quarter were house ads, compared with 19 percent on portals and search engines.


House advertising levels have been rising all year, hovering around 15 percent early in the year and rising to 28 percent by the end of the year. The increase can be partially attributed to a growing Web audience.


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