Avenue A / Razorfish Attributes Growth to Portals and Social Network Sites as its Online Advertising Spend Increases to $542 Mil

  
    
  
  
    
      In its annual digital outlook guide for marketers and advertisers, 
      Avenue A | Razorfish (NASDAQ:AQNT), the 
      country’s largest interactive agency and 
      largest buyer of digital online media, reports that domestic advertising 
      spend for the agency has grown to $542 million. Findings from the report 
      and a 2006 spending analysis can be accessed at http://www.avenuea-razorfish.com/points.htm.
    
    
      “Unlike traditional marketing, the impact, 
      reach and accountability of online marketing resulted in strong growth 
      in 2006 for many Web publishers,” commented 
      Jeff Lanctot, editor of the report and senior vice president and general 
      manager at Avenue A | Razorfish. “Long-time 
      digital leaders like Google, Yahoo! and MSN enjoyed an aggressive 
      increase in advertising spend, as did resurgent properties like AOL and 
      new destinations like social networks and blogs.”
    
    
      Highlighted in the 140-page, 10-part report is insight that describes 
      where marketing dollars are being spent online, key trends that will 
      impact marketers in 2007, and new quantitative research on best 
      practices for measuring the effectiveness of advertising campaigns.
    
    
      Where’s the Money?
    
    
      Avenue A | Razorfish’s 
      2006 online media billings were up 30 percent from 2005, and up 73 
      percent from 2004. While search continued to grow, display media 
      outpaced search marketing in 2006. As large traditional marketers 
      continued to shift spending toward digital channels, brand-friendly rich 
      media and video ads proved effective.
    
    
      A Demographic to Watch
    
    
      The report also includes qualitative research on the “Digital 
      Class,” a study of the online behaviors of 18 – 
      24 year olds in the US, UK and Canada. “The 
      results confirmed what we believed to be true from the popular social 
      sites, but it goes beyond self-expression,” 
      said Lanctot. “This population lives and 
      breathes the Internet, and seeks differentiation through media, music 
      and online networking. For marketers seeking to engage with the Digital 
      Class, it’s critical to have a clear 
      understanding of how this group uses the Internet and other digital 
      channels, as well as how they view marketing. The differences are stark.”
    
    
      Accountability
    
    
      In contrast to traditional media channels, the online media environment 
      allows digital advertisers to track and measure marketing campaigns more 
      effectively. Through customized attribution tools, advertisers can 
      improve campaign evaluation, identify new profitable Web sites and 
      integrate their Web media and search strategies – 
      which can yield better return on investment (ROI) analysis and improve 
      conversion rates.
    
    
      Also included in the report are the “publishers 
      of the year,” an evaluation of new 
      technologies, best practices for creative online Web design, and a 
      framework for assessing emerging media channels, such as video and 
      mobile. Two new additions this year include an Op-Ed section which dives 
      into the trends and technologies that will lead the digital revolution 
      and a Q&A-style dialog from experts at Avenue A | 
      Razorfish in the US, United Kingdom, China, Australia and Germany. They 
      answer questions marketers ask, such as, “How 
      can I create a successful viral campaign? What are the pitfalls to avoid?”
    
    
      The report summarizes the top five things every marketer should know to 
      build and create successful online campaigns. Lanctot concludes, “If 
      the marketer’s goal is to inspire customers, 
      building a better Web site that meets customer needs is one thing. 
      Engaging consumers beyond the Web site by connecting with them in their 
      world on their terms is the way to build a long-term relationship.”
    
    
      About Avenue A | Razorfish
    
    
      Avenue A | Razorfish is one of the largest 
      interactive marketing and technology services agencies in the world. The 
      company helps industry leaders such as Kraft, Dell, The New York Times 
      and Starwood Hotels use digital channels to acquire and service 
      customers. Avenue A | Razorfish's full suite 
      of digital offerings includes online advertising, Web site design and 
      development, email and search engine marketing, emerging media 
      strategies, and enterprise portal development. Its award-winning client 
      teams have a great understanding of customer needs and provide solutions 
      through distinct business disciplines, which include: analytics, 
      strategy, technology, media, creative design and user experience. An 
      operating unit of Seattle-based aQuantive, Inc. (NASDAQ:AQNT), Avenue A | 
      Razorfish has offices in markets across the United States, and global 
      operations in Australia, China, France, Germany, Japan and the United 
      Kingdom. Please visit www.avenuea-razorfish.com 
      for more information.
    
    
      In the company name Avenue A | Razorfish 
      noted in this news release, a pipe symbol appears between Avenue A and 
      Razorfish. This symbol may not appear properly in some systems.