DoubleClick's @plan Advertising Tool Allows Agencies to Measure Consumer Online Spending Levels; Baby Boomers Spend More On Music And Clothes/Apparel Than Generation X

Business Wire, April 15, 2002

Business, Technology, Advertising & Media Editors

NEW YORK--(BUSINESS WIRE)--April 15, 2002

DoubleClick Inc. (NASDAQ: DCLK), the leading provider of tools for advertisers, direct marketers and Web publishers, today announced that the Spring 2002 @plan Advertising report, a media intelligence tool, will now provide agencies with consumer online spending on the Internet. Media planners can now understand the price range a consumer spent on certain shopping categories, and as a result, they can determine whether the consumer is a heavy, medium or light spender. Popular shopping categories include auctions, airlines, books, clothes, computer software, music and office supplies.

Online Spending Levels Differ for Baby Boomers(a) and Generation X(b)

Over the last six months, Baby Boomers were found to be predominately heavy spenders across shopping categories, including:

- The music CDs/tapes category, spending $24 or less, compared with Baby
Boomers who were heavy spenders in this category, spending more than $100.

- The auctions category, spending $99 or less, compared with Baby Boomers who
were heavy spenders in this category, spending more than $500.

- The airline tickets category, spending $249 or less, compared with Baby
Boomers who were heavy spenders in this category, spending more than $1000.

"In today's market, it is increasingly important that agencies and advertisers have robust and reliable research in order to make effective media buying decisions," stated Doug Knopper, Vice President and General Manager, Advertising Solutions, DoubleClick Inc. "The @plan data allows advertisers to stay up-to-date with current trends and now offers agencies a tool which will allow them to reach more highly specific audiences on the Web based on their online spending levels."

Generation X Spend Less Than Baby Boomers On Music/CDs And Clothes/Apparel

Generation X were found to be predominately light spenders across shopping categories, including:

- The music CDs/tapes category, spending $24 or less, compared with Baby
Boomers who were heavy spenders in this category, spending more than $100.

- The auctions category, spending $99 or less, compared with Baby Boomers who
were heavy spenders in this category, spending more than $500.

- The airline tickets category, spending $249 or less, compared with Baby
Boomers who were heavy spenders in this category, spending more than $1000.

Both Generation X and Baby Boomers were found to be medium spenders in the event tickets (spend between $100-$249) and computer hardware categories (spend between $250-$1999). However, Generation X were heavy spenders in the movie videotapes/DVDs category (spend $100 or more), and they were twice more likely to spend in this category than Baby Boomers.

(a) Baby Boomers are defined as the 45-54 age group category

(b) Generation X are defined as the 25-34 age group category

DoubleClick's @plan Advertising is built from survey research with 40,000 active adult users of the Internet. Active adults users of the Internet were defined as those U.S. adults, age 18 and older, who have visited sites on the Web in the previous 30 days. The Spring 2002 field dates are taken from January 1st, 2001 through December 31st, 2001. The study measures all U.S. Web usage, whether occurring at work, home, school or elsewhere. The research measures site usage, demographics, lifestyle characteristics and brand and product preferences for selected product categories. Currently, clients using @plan Advertising include America Online, Microsoft, Ebay.com, and CNN Interactive.

DoubleClick's @plan Advertising provides Internet advertisers and Web publishers access to rich data, which is updated quarterly, to effectively target online campaigns and understand consumer behavior online. For more information on @plan, please visit www.doubleclick.net.

About DoubleClick Inc.

DoubleClick is the leading provider of tools for advertisers, direct marketers and Web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 26 offices around the world.