Amazon.com Emerges as Top Overall Online Advertiser This Holiday Season, Reports AdRelevance.Business Editors, Advertising Writers NEW YORK--(BUSINESS WIRE)--Dec. 13, 2000 New research says Amazon.com (Amazon.com, Seattle, WA, www.amazon.com) The largest online shopping site and one of the most widely known e-commerce sites on the Web. Founded by Jeff Bezos in 1995, it had 11 employees by year's end. Within four years, it had more than 1,600 employees and four million customers. is rising above the fray fray 1 n. 1. A scuffle; a brawl. See Synonyms at brawl. 2. A heated dispute or contest. tr.v. frayed, fray·ing, frays Archaic 1. To alarm; frighten. 2. with two-tiered branding and holiday-themed direct-marketing online advertising campaign strategy Occupying the top overall online advertiser ad·ver·tise v. ad·ver·tised, ad·ver·tis·ing, ad·ver·tis·es v.tr. 1. To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase spot eight of the past nine weeks, leading the retail segment and running holiday-themed ads totaling over half-a-billion impressions each week since October, Amazon.com has become the number one online advertiser thus far this holiday season, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a report released today by AdRelevance, a Jupiter Media Metrix company (Nasdaq:JMXI) and innovator in next-generation Internet advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. measurement technology. Aiming to capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the brand recognition they have built this year, Amazon is focusing holiday online ad efforts on direct marketing appeal, with 70 percent of the retailer's top ten online ads touting touting the making of personal representations by a veterinarian to persons who are not clients in an attempt to solicit their business. free shipping. Key findings from the latest AdRelevance Holiday 2000 Snapshot (1) A saved copy of memory including the contents of all memory bytes, hardware registers and status indicators. It is periodically taken in order to restore the system in the event of failure. (2) A saved copy of a file before it is updated. Report, which tracks and analyzes Amazon's holiday-related online advertising from October 2000 through November 2000, include: -- In addition to tilting its ad strategy away from branding ads and toward direct marketing ads during the holiday period, Amazon appears to be putting more wood behind the arrow of its direct marketing ads, with four million impressions per direct marketing ad versus 750 thousand impressions per branding ad. -- Even though Amazon curtailed online ad impressions in the few weeks before December last year, AdRelevance data reveal that they are showing no signs of abating this year, even as Christmas nears. Last year at this time, WingspanBank.com was the top overall advertiser, while Amazon ranked fifth overall. Amazon is number one overall this holiday season. -- Amazon's share of voice on the top five sites it advertises on increased to 20 percent this year, versus an average of five percent on its top five sites last season (GO, Altavista, MSN, Yahoo! and AOL.com) -- suggesting that Amazon is making a concerted strategic effort to dominate on a carefully selected site list. -- Amazon is now the number one advertiser on four of the top five sites it advertises on: MSN, AOL.com, Netscape and Juno. "While most of the market continues to focus on the dark clouds dark cloud See absorption nebula. of `all things online advertising', AdRelevance data suggest that a growing list of enterprising en·ter·pris·ing adj. Showing initiative and willingness to undertake new projects: The enterprising children opened a lemonade stand. companies are mastering the medium in stealth mode Taking place in secret. It often refers to the position that startup companies take when developing a product they feel will be very competitive in the marketplace. They swear everyone to secrecy and keep a very low profile until they are ready to launch. ," said Charles Buchwalter, vice president of media research for AdRelevance. "With each passing week, it appears that Amazon is distancing itself from the pack by operating on all cylinders and employing a unique two-tiered branding and direct-marketing online advertising strategy. If their recent online ad campaigns pay off, Amazon will be well on its way to achieving single-company e-tail dominance -- and their current strategies will serve as the standard for how to win big in the online world."
Table A: Amazon.com Online Ad Campaign Strategy Layering Contribution
Source: AdRelevance, a Jupiter Media Metrix company
Week Branding Impressions Direct Marketing Impressions
---- -------------------- ----------------------------
Week of 9/11/2000 270,000,000 5,300,000
Week of 9/18/2000 290,000,000 12,100,000
Week of 9/25/2000 250,000,000 66,700,000
Week of 10/2/2000 240,000,000 143,800,000
Week of 10/9/2000 290,000,000 78,300,000
Week of 10/16/2000 260,000,000 89,800,000
Week of 10/23/2000 260,000,000 103,300,000
Week of 10/30/2000 310,000,000 202,900,000
Week of 11/6/2000 360,000,000 213,000,000
Week of 11/13/2000 260,000,000 242,700,000
Week of 11/20/2000 280,000,000 232,400,000
Week of 11/27/2000 320,000,000 212,800,000
A complete version of this AdRelevance Snapshot Report, titled "One Year Later, Amazon Still Sets the Standard," can be viewed at http://intelligence.adrelevance.com and includes compelling ad metric charts and graphs as well as additional analytic an·a·lyt·ic or an·a·lyt·i·cal adj. 1. Of or relating to analysis or analytics. 2. Expert in or using analysis, especially one who thinks in a logical manner. 3. Psychoanalytic. insights on the findings. For more information on AdRelevance 2.0 -- the brand new second-generation online ad measurement service from AdRelevance -- and a free demo demo - /de'moh/ 1. A demonstration of a product, often of an early version or prototype. A demo is a far more effective way of inducing bugs to manifest themselves than any number of test runs, especially when important people are watching. 2. demo version. 3. or trial, please visit http://www.adrelevance.com or call 888/649-6540. Definitions Impressions: The number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad. Branding Advertising: Advertising that focuses primarily on increasing the profile of a brand. Direct Marketing Advertising: Advertising designed to work in the short term. Focuses on communications that are meant to drive sales or site traffic in the short term. Editors Note: Unless otherwise noted, please source all data as the following: AdRelevance, a Jupiter Media Metrix company Jupiter Media Metrix Holiday 2000 Ecommerce Series The latest Holiday ecommerce insights from Jupiter Media Metrix -- including data and analysis from Media Metrix, Jupiter Research and AdRelevance -- are available at www.jmm.com/shopping. About AdRelevance, a Jupiter Media Metrix company AdRelevance, a Jupiter Media Metrix company, is an innovator in Internet advertising measurement and ad tracking technology. The company's advanced intelligent agent technology systematically and continuously scours scour, scours 1. the chemical and physical cleaning of fleece wool. 2. diarrhea. dietetic scour see dietary diarrhea. peat scour see secondary nutritional copper deficiency. the commercial Web universe, collecting online advertisements from more than half a million URLs. With data on hundreds of thousands of unique ads, representing more than 15,000 advertisers, the innovative AdRelevance service provides advertisers, agencies, media companies, marketers and financial analysts with critical information that tells them where, when and how competitors and potential clients are advertising on the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the . Visit us at www.adrelevance.com for more information. About Jupiter Media Metrix Jupiter Media Metrix, formed by the merger of Jupiter Communications and Media Metrix, is a global leader in market intelligence for the new economy. The Company delivers innovative and comprehensive Internet measurement, analysis, intelligence and events to provide businesses with unmatched global resources for understanding and profiting from the Internet. Jupiter Media Metrix brings together world-class, innovative and market-leading products, services, research methodologies and people. Jupiter Media Metrix brands include Media Metrix, AdRelevance, Jupiter Research and Jupiter Events. The Company is headquartered in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. and operates worldwide, across the Americas, Asia Pacific, Europe (as Jupiter MMXI MMXI Media Metrix Europe), and the Middle East. Visit us at www.jmm.com for more information. |
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