Enom 2011 Annual Report Download - page 61

of the Company's owned and operated sites, which did not impact advertising impressions. Excluding the impact of such change, we estimate that during the
year ended December 31, 2011, page views would have increased approximately 19% and RPMs would have increased 19%, compared to the corresponding
prior year. The remaining increase in underlying page views was due primarily to increased publishing of our platform content on our owned and operated
websites. The underlying 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, as well as an increase in RPMs on the monetization of our undeveloped websites. In addition,
RPM growth was driven by increased display advertising revenue sold directly through our sales force during the year ended December 31, 2011 as compared
to 2010. On average, our direct display advertising sales generate higher RPMs than display advertising that we deliver from our advertising networks, such as
Google.
2010 compared to 2009. Content & Media revenue from our owned and operated websites increased by $37.6 million, or 51%, to $110.8 million
for the year ended December 31, 2010, compared to $73.2 million for the same period in 2009. The year-over-year increase was largely due to increased
page views and RPMs. Page views on our owned and operated websites increased by 20%, from 6.8 billion page views in the year ended December 31, 2009
to 8.2 billion page views in the year ended December 31, 2010. 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 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.
Content & Media Revenue from Network of Customer Websites
2011 compared to 2010. Content & Media revenue from our network of customer websites for the year ended December 31, 2011 increased by
$6.2 million, or 15%, to $48.4 million, as compared to $42.1 million in the same period in 2010. 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 4,281 million, or 33%, from 13,155 million page views in the year ended
December 31, 2010, to 17,436 million pages viewed in the year ended December 31, 2011. The increase in page views was due primarily to the acquisition of
IndieClick on August 8, 2011, which contributed 3,069 million page views during the period, growth in publishers utilizing our social media applications and
the expansion of our arrangements with customers in which we deploy our content to their websites. RPMs decreased 13% from $3.20 in the year ended
December 31, 2010 to $2.77 in the year ended December 31, 2011. The decrease in RPMs was largely due to a mix shift toward lower RPM page views such
as IndieClick and our social media customers, as well as slight declines in advertising yields from our advertising networks relating to our customers’
undeveloped 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.
Registrar Revenue
Registrar revenue for the year ended December 31, 2011 increased 19.4 million, or 19%, to $119.4 million compared to $100.0 million for the same
period in 2010. The increase was largely due to an increase in domains, which were attributable in large part to an increased number of new domain
registrations and domain renewal registrations in 2011 compared to 2010, as well as an overall increase in our average revenue per domain. The number of
domain registrations increased 1.7 million, or 15%, to 12.7 million during the year ended December 31, 2011 as compared to 11.0 million in the same period
in 2010 driven by new partnerships with large domain owners and growth from existing resellers. Our average revenue per domain increased slightly by
$0.12, or 1%, to $10.08 during the year ended December 31, 2011 from $9.96 in the same period in 2010 due in part to an increase in value added services
revenue as compared to 2010.
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