The Internet Advertising Report
by Mary Meeker


Contributing Analysts: Doug Arthur, Chris De Puy, Michael Russell

The Internet Advertising Report - Full Version (143 pages)

    The full report has been divided into four separate PDF files for downloading. Hypertext links below will retrieve individual pieces.
Part 1: Chapters 1 & 2 (46 pages)

Overview
    Background Thoughts
    Chapter Summaries
    Public Internet Companies
Chapter 1: Assessing the Potential of the Internet as an Advertising Medium
    A Quick Backgrounder on Ad-Supported Media
    Advertising Rules
    History Says the 'Next' Medium Always Must Offer Advantages Over the 'Last' Medium
    Common Themes in the Creation of New Media
    High and to the Right: Growth in Advertising Revenue in Media
    Each Medium has Pros and Cons for Advertisers
Chapter 2: Internet Advertising
    Where the Money Is Today, Where It Might Be Tomorrow
    Advertising—The Big Spenders Spend the Big Bucks
    Internet Advertising Spending—Oh, We Would Love to Extrapolate the Current Trends!
    Web Ad Growth Forecasting—Fun with Numbers
    The State of Web Advertising
    A Summary of How the Ad-Math Is Done on the Web
    And Now a Look at Some of the Hot Areas by Channel/Category...


Part 2: Chapters 2 through 6 (46 pages)

Chapter 3: Where Are Advertising Dollars Spent in Traditional Media? What's the Value of an Eyeball or an Ear?
    Traditional Advertising Market Is Huge
    Media Company Revenue Largely Generated by Ads
    What's the Value of an Eyeball and an Ear, or an Advertising Impression?
    Similarities Between Cable TV and the Internet
    Is the Internet Just Direct-Mail/Response Advertising?
    And There Are Always the Home Shopping Channels
    Will Internet Advertising Growth Affect Other Media?
Chapter 4: An Update on Internet Usage Trends/Forecasts
    A Perspective on the Evolution of the Internet
    Internet Market Size Big and Bigger
    Web Usage Noontime, During the Week
    Web Demographics Are Compelling
Chapter 5: The Latest and Greatest from Some of the Hottest Web Sites
Chapter 6: Buzzword Mania—The Nuts and Bolts of Internet Advertising
    Just What You've Been Waiting For—A Tutorial on Web Advertising Methods
    Factors That Skew Page Views
    Advertising Networks are Emerging for the Web
    Other Revenue Models for the Web That Use an Advertising Front to Generate Transactions (Internet Interactivity Should be a Very Good Thing)
    The Web Provides One-to-One Marketing Capabilities
    Web-Based Subscriptions Models, Except for AOL's, So Far Aren't Sticking
Part 3: Chapters 7 through 10 (43 pages)

Chapter 7: The Whys and Hows of Advertising Measurement
    Traditional Advertising Measurement Ratings Rule!
    Measuring Media, Anyway You Cut it, Is Weird Science
    Site Measurement/Tracking--There's Good News and Bad News
    The Demand (and Market) for Standards and Audit
    Auditing, Auditing, Auditing
Chapter 8: How Companies Can Succeed in Internet Advertising
    So What's an Advertiser to Do?
    A Thumbnail Sketch for Web Ad Success
    Web Successes to Date
Chapter 9: A Look at the Histories of Traditional Media Yes, Been There... Done That...
    Evolution of a Medium: U.S. Newspapers
    Evolution of a Medium: U.S. Magazines
    Evolution of a Medium: U.S. Radio
    Evolution of a Medium: U.S. Broadcast Television
    Evolution of a Medium: U.S. Cable Television
Chapter 10: Emerging Companies in the Internet Ad Space
    Advertising Design and Delivery
    Market Research
    Traffic Measurement and Analysis
    Network/Rep Firms
    Order Processing and Support
Part 4: Chapters 11 through 14 (23 pages)

Chapter 11: Glossary of Internet Advertising Terms
Chapter 12: A Time Line of Internet Advertising 1994–96
Chapter 13: Advertising Data
Chapter 14: Rate Card Data