Advertising consists primarily of targeted online marketing costs, such as display advertising, key word search campaigns, search engine optimization and social media, as well as offline marketing costs such as television, radio and print advertising.

20142013201220112010
Net advertising spending (MM)$99.9$59.3$37.6$20.2$4.9
Net advertising spending growth68.4%57.7%86.6%312.0%N/A
Net advertising spending % of total revenues8.3%8.5%11.4%14.1%26.6%