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Hot Ad Niches

January 20, 2005

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AvenueA/Razorfish shows a fair amount of transparency by revealing which sectors they are spending the most on and which they expect to grow and sink this new year. The firm claims to be the biggest ad network today. As might be expected, AvenueA/Razorfish put about 28% of its spends into search. However, the firm put much more into niche sites, working with 654 sites in 2004, up from 476 in 2003 and 410 in 2002. The largest niche last year was travel, with 32% of AvenueA/Razorfish’s ad dollars going there. Next were sports, health and finance, which accounted for more than half of the firm’s ad spend. For the year ahead, hot categories are sports and lifestyle, with travel expected to fall a bit as a percentage of overall dollars.
View PDF – 2005 Online Media Outlook (AvenueA/Razorfish)

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