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Blue Chips Lead Online Advertising Growth
Internet audience specialist Nielsen//NetRatings has released its latest AdRelevance figures showing that traditional advertisers continued to carry the growth of online advertising through the first quarter of 2004.
According to Nielsen//NetRatings AdRelevance, the biggest increases in ad impressions online were achieved by AT&T Wireless Services, Schering Plough, MBNA Corporation, DaimlerChrysler and Safeway, Inc., each representing a different major sector [see the table for growth figures].
Charles Buchwalter, vice president of client analytics at Nielsen//NetRatings, says traditional advertisers with bigger budgets have been more willing to experiment with the Internet as part of their advertising mix in the 'soft economy' of the last few years. 'The Internet continues to be a dynamic and ever-changing medium, providing advertisers with broad offerings from advanced rich media formats to the simplicity of search-based text ads. In the past two years blue chips who took a chance at online advertising learned what worked for them, backing out of some areas and investing in others'.
Top Advertisers Within Key Industry Segments
| Advertiser
Industry Segment
% Growth 2003-2004* |
|
| Advertiser
|
Industry
Segment |
%
Growth
2003-2004* |
| AT&T
Wireless Services
|
Telecommunications
Equipment |
1262% |
| Schering
Plough Health
|
Pharmaceuticals
|
737% |
| MBNA
Corporation |
Financial
Services Consumer
Credit |
471% |
| DaimlerChrysler
|
Automotive
Manufacturers
|
461% |
| Safeway,
Inc. |
Retail Goods
& Services
Grocery |
440% |
| Ameriquest
Mortgage |
Financial
Services Consumer
Loans |
226% |
| Apollo
Group |
Public
Services Education
|
163% |
| News
Corporation |
Entertainment
Movies |
133% |
| Cendant
Corporation
|
Travel
Vehicle Rental |
62% |
| SBC
Communications |
Telecommunications
ISP & Broadband |
39% |
|
Source:
Nielsen//NetRatings
AdRelevance
*
defined as
the percentage
change in
ad impressions,
year to end
March '04
vs year to
end March
'03.
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Internet usage has increased significantly according to three main indicators, as in the table below.
| Online
Usage Metrics
Q1 2003 vs.
Q1 2004 (U.S.,
Home and Work) |
|
| Average
Usage |
Q1
2003* |
Q1
2004* |
%
Growth* |
| Web
Page Views
|
1,275
|
1,603
|
26% |
| Average
time spent
online |
48:33:17
|
53:46:51
|
11% |
| Sessions
per person
|
50 |
53
|
6% |
|
Source:
Nielsen//NetRatings.
* Note that
Q1 data is
based on the
monthly average
of January
to March.
Usage metrics
are monthly
averages and
not quarterly
metrics.
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Web site: www.nielsen-netratings.com
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