Back in Vogue

In a move that was perhaps inevitable — and in light of the last few months –predictable — offline traditional companies took the lead in March in online ad spending, surpassing digital and high-tech economy businesses. In a new report by Milpitas, Calif.-based Nielsen NetRatings, traditional companies such as Walt Disney, Visa and Chevron, made up more than half the number of the top 100 companies using the Web to advertise their products.

And traditional businesses led in ad impressions too, posting 5 billion to 4.3 billion from digital companies. What is that old saying — slow and steady wins the race after the massive tech company fallout?

Data Points
–Traditional offline businesses accounted for 56 percent of the top 100 companies in terms of ad spending for March 2001.

–Traditional companies spent $123 million in online advertising for March, or 44.1 percent of the total spent by all companies. Digital economy companies were responsible for 37.5 percent of the total and high-tech businesses, 18.4 percent.

–Equifax was the traditional business leader in ad impressions with 636,045. Yahoo was the digital leader with 554,359. The high tech ad impressions leader was Microsoft with 1,232,407, almost a million more than its nearest high tech competitor,
Source: Nielsen NetRatings/March 2001