Enom 2010 Annual Report Download - page 72

Table of Contents
heavily dependent upon our platform content, such as certain entertainment web properties. RPMs on our owned and operated websites increased
by 26%, from $10.69 in the year ended December 31, 2009 to $13.45 in the year ended December 31, 2010. The overall increase in RPMs was
primarily attributable to the overall increase in page views on eHow, which has higher RPMs than the weighted average of our other owned and
operated websites, offset by decreased RPMs on the monetization of our undeveloped websites, which was largely due to overall declines in
advertising yields from our advertising networks. In addition RPM growth was driven by increased display advertising revenue sold directly
through our sales force during the year ended December 31, 2010 as compared to 2009. On average, our direct display advertising sales generate
higher RPMs than display advertising that we deliver from our advertising networks, such as Google.
2009 compared to 2008. Content & Media revenue from our owned and operated websites increased by $10.4 million, or 17% to $73.2 million
for the year ended December 31, 2009, compared to $62.8 million for the same period in 2008. The year over year increase was largely due to
increased page views, and, to a lesser extent RPMs. Page views on our owned and operated websites increased by 15%, from 5.9 billion
page views in the year ended December 31, 2008 to 6.8 billion page views in the year ended December 31, 2009. The increase in page views was
due primarily to increased publishing of our platform content on our owned and operated websites offset by a decrease in page views from
certain owned and operated websites that are not heavily dependent upon our platform content, such as certain entertainment web properties.
RPMs on our owned and operated websites increased slightly by 1%, from $10.56 in the year ended December 31, 2008 to $10.69 in the year
ended December 31, 2009. The overall increase in RPMs was primarily attributable to the overall increase in page views on eHow, which has
higher RPMs than the weighted average of our other owned and operated websites, offset by decreased RPMs on the monetization of our
undeveloped websites, which was largely due to overall declines in advertising yields from our advertising providers.
Content & Media Revenue from Network of Customer Websites
2010 compared to 2009. Content & Media revenue from our network of customer websites for the year ended December 31, 2010 increased by
$7.6 million or 22% to $42.1 million, as compared to $34.5 million in the same period in 2009. The increase was largely due to growth in
page views, offset by a decline in RPMs. Page views on our network of customer websites increased by 3.2 billion or 31%, from 10.0 billion
page views in the year ended December 31, 2009 to 13.2 billion pages viewed in the year ended December 31, 2010. The increase in page views
was due primarily to growth in the number of publishers adopting our social media applications. RPMs decreased 7% from $3.45 in the year
ended December 31, 2009 to $3.20 in the year ended December 31, 2010. The decrease in RPMs was largely due to a mix shift to page views
from our social media customers which typically generate lower RPMs as well as overall declines in advertising yields from our advertising
networks relating to our customers' undeveloped websites.
2009 compared to 2008. Content & Media revenue from our network of customer websites for the year ended December 31, 2009 increased by
$12.5 million or 57% to $34.5 million, as compared to $22.0 million in the same period in 2008. The increase was largely due to growth in
page views, offset by a decline in RPMs. Page views on our network of customer websites increased by 4.6 billion or 84%, from 5.4 billion
page views in the year ended December 31, 2008 to 10.0 billion pages viewed in the year ended December 31, 2009. The increase in page views
was due to the acquisition of Pluck in March 2008, which resulted in the inclusion of page views from our social media customer base for
approximately ten months for the year ended December 31, 2008 compared to a full year in 2009, and the subsequent growth of
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