以IAB的"Internet Advertising Revenues Top $21 Billion In'07, Reaching
Record High"补充以前记录的美国互联网广告形式、行业集中度、定价模式等数据 。
美国互联网广告季度收入增长图（自2002年Q3以来，除了2004Q3之外，二十多个季度广告营收屡创新高）
来源：IAB and PwC: 2007 Internet Advertising Revenue Report (PDF)
广告形式（下表中$数据单位为是百万美元）：
|
ADVERTISING FORMATS
|
2007
|
2006
|
2005
|
2004
|
2003
|
2002
|
|
Type of Advertising
|
$
|
%
|
$
|
%
|
$
|
%
|
$
|
%
|
$
|
%
|
$
|
%
|
|
Display Advertising
|
4,455
|
21%
|
3,685
|
22%
|
2,508
|
20%
|
1,829
|
19%
|
|
21%
|
|
29%
|
|
Sponsorship
|
636
|
3%
|
496
|
3%
|
627
|
5%
|
770
|
8%
|
|
10%
|
|
18%
|
|
Rich Media (06 including Broadband Video)
|
1,657
|
8%
|
1,192
|
7%
|
1,003
|
8%
|
963
|
10%
|
|
8%
|
|
5%
|
|
Digital Video (07 only)
|
324
|
2%
|
-
|
-
|
-
|
-
|
-
|
-
|
|
-
|
|
-
|
| Slotting Fees |
|
|
|
|
125
|
1%
|
193
|
2%
|
|
3%
|
|
8%
|
| Interstitial |
-
|
-
|
-
|
-
|
-
|
-
|
-
|
-
|
-
|
2%
|
|
5%
|
|
All Display
|
7,072
|
34%
|
5,373
|
32%
|
4,264
|
34%
|
3,754
|
39%
|
|
44%
|
|
65%
|
|
Keyword Search
|
8,805
|
41%
|
6,799
|
40%
|
5,142
|
41%
|
3,850
|
40%
|
|
35%
|
|
15%
|
|
Classifieds
|
3,321
|
16%
|
3,059
|
18%
|
2,132
|
17%
|
1,733
|
18%
|
|
17%
|
|
15%
|
|
E-mail
|
424
|
2%
|
338
|
2%
|
251
|
2%
|
96
|
1%
|
|
3%
|
|
4%
|
|
Lead Generation*
|
1,584
|
7%
|
1,310
|
8%
|
753
|
6%
|
1,310
|
2%
|
|
1%
|
|
1%
|
|
TOTALS:
|
21,206
|
100%
|
16,879
|
100%
|
12,542
|
100%
|
9,626
|
100%
|
|
100%
|
|
100%
|
行业集中度：
|
INDUSTRY CONCENTRATION
|
FY 2007
|
FY 2006
|
FY 2005
|
FY 2004
|
|
Top 10
|
69% ($14,632)
|
69% ($11,647)
|
72% ($9,030) |
72% ($6,931) |
|
Top 25
|
80% ($16,965)
|
82% ($13,841)
|
86% ($10,786) |
87% ($8,374) |
|
Top 50
|
89% ($18,873)
|
92% ($15,529)
|
95% ($11,915) |
95%
($9,145) |
广告定价模式：
|
PRICING MODELS
|
FY 2007
|
FY 2006
|
FY 2005
|
FY 2004
|
FY 2003
|
FY 2002
|
|
CPM or Impression
|
45% ($9,492)
|
48% ($8,102)
|
46% ($5,769) |
42% ($4,043) |
43% |
45% |
|
Performance Deals
|
51% ($10,817)
|
47% ($7,933)
|
41% ($5,142) |
41% ($3,947) |
37% |
21% |
|
Hybrid
|
4% ($897)
|
5% ($844)
|
13% ($1,630) |
17% ($1,636) |
20% |
34% |
以上所有数据均来自IAB发布的报告（由普华永道执行），历次报告见"IAB Internet
Advertising Revenue Report conducted by PricewaterhouseCoopers (PWC)"。
/* 美国在线广告的形式上的格局，成型至少已有3年，搜索广告占四成，显示广告占三分之一（下一个改变格局的将是行为定向广告？）；
广告的集中度缓慢走向分散；基于效果的广告定价模式一直在增加，现已比例过半，基于印象的定价模式大体持平，或者说定价模式越来越清晰。*/
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