Navy internet ad units in 2003 included banners in three principal sizes: 468 x 60 pixel; large rectangles and 120 x 600 skyscrapers. Paid search listings linked to navy.com, as well. Over 45,000 eligible leads were generated from customized data capture ad units running on a combination of ten web networks and individual sites. These ad units allowed prospects to complete an online lead form without having to leave the webpage they were visiting.

Navy's 2003 buy realized a 56% reduction in CPC. The 2003 average click-through rate was an 80% improvement over year prior. Conversion rate on CPL buys increased by one-third. Gross impressions increased by 27% and clicks improved by 51%. Navy made its recruiting goal for all 12 months of 2003.