As U.S. internet users grow exponentially, advertisers are following suit by using the internet to promote products and services. With a leading 22% revenue growth rate in 2005, e-media advertising is the fastest growing medium in which advertisers target their consumers (Center for Media Research, 2007).

Of the top internet advertisers ranked by industry, the travel industry is placed 6th. In a time frame of one week, measured April 9-15, 2007, the top 20 internet advertising industries delivered a total of 58,512,216,000 impressions --meaning the ads from these industries made just under 60 billion contacts in just one week with internet users across the nation! The travel industry made over 1.5 billion impressions in that same week, accounting for 28% of the top 20 internet advertiser industries¹ delivered impressions (Neilsen-netratings.com).

In the travel sector, the top 20 advertisers account for almost all impressions delivered from travel ads. In the week ending March 25, 2007, VacationsToGo.com accounts for 28% of 1.8 billion  impressions. Advertisements from Tahiti Tourisme North America¹s online 'Kickstart '07¹ co-op campaign account for 18 million of total travel ad impressions delivered during the measured one week period, therefore ranking TTNA and its 'Kickstart '07' co-op advertising campaign in the top 20 category.

It is no wonder that the travel industry is heavily advertising to consumers through the internet. In the month of February 2007, over 80 million internet users visited travel sites, map sites, airlines, travel agencies, hotels, tourism boards, and community sites like TripAdvisor.com. Females lead travel internet usage, at 51%. The main age group that uses the internet for travel research is age 45+. This group represents 48% of the 80 million users, and age group 35-49 follows at 36%. Those with household income of $100,000 and more represent 29% of the 80 million travel internet users in February (Center for Media Research, 2007).

E-media advertising is expected to increase across different industries, especially since the population of internet users is expected to increase. By year 2011, 72% of females and 70% of males are expected to regularly go online (eMarketer.com).