Net ratings surge for shops

Retail goods and services eclipsed all other sectors last month with the strongest online advertising presence, according to a study by Internet audience analyst Nielsen//NetRatings.

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By  Richard Brown Published  June 19, 2002

Retail companies accounted for six out of the top 10 online advertisers for the month, issuing over 33.8 billion ad impressions, while overall online advertising impressions surged 77 percent year-over-year to 94.2 billion impressions in May, compared with 53.2 billion ad impressions in May last year.

Charles Buchwalter, vice president of client analytics at NetRatings, remarks: “Retail companies continue to lead all industry segments in using the web to get their marketing and branding messages across. Books and CDs are still the most dominant products promoted on the web, as evidenced by this month's top advertiser, Bertelsmann, who led with large campaigns for DoubleDirect and CDNow.”

The financial services category came in second, issuing 14.4 billion online ad impressions, while web media-related ads totaled 12.1 billion. Travel-related online advertising reached 5.4 billion impressions and the entertainment category recorded 4.3 billion online advertising impressions. Twelve out of the 13 industries measured posted year-over-year increases in online ad impressions, with seven categories boasting triple digit growth.

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