 |
|
NONE: ONLINE-ADS>> NetRatings study
ONLINE-ADS>> NetRatings study
Bill Robins (brobins_at_netresponse.com)
Thu, 15 Oct 1998 14:25:57 -0500 (CDT)
Does anyone have comments the study that NetRatings
announced last week? Essentially the study suggested, but
did not prove a direct casual relationship between volume of
banner advertising and number of unique visitors to a site.
Obviously as marketers, this is something which we would
like to believe is going on. If on the average, only 1% of
banners are being clicked on, what happens to the other 99%
of eyeballs that view banners? What is the general
experience of list participants between increased banners
and traffic to the site? Is it an immediate effect or more
delayed?
Bill Robins
<brobins_at_netresponse.com>
<MODERATOR's NOTE>
Below is the announcement Bill referred to. - richard
</MODERATOR's NOTE>
EXCERPTED FROM
NETRATINGS' ONLINE OBSERVER(TM) REPORT, OCTOBER 9, 1998:
>>>CORRELATIONS BETWEEN ADVERTISING AND UNIQUE AUDIENCE GROWTH* - Analysis of
>advertising activity for June, July and August reveals a strong correlation
>among sites who consistently advertise on the Web and increasing unique
>audience size, according to NetRatings' Online Observer site and BannerTrack
>information. For example, Goto.com's audience reach increased 24.9% from
>June to July and their advertising also grew from 155.76 million impressions
>in June to 237.6 million impressions in July. Similarly, Microsoft Car Point
>experienced a dramatic 34.3% unique audience growth from June to July,
>followed by a 10.3% increase in August. Conversely, Cyberthrills experienced
>a drop in unique audience visitors - from 2.3 million in June to 1.4 million
>in July -- which paralleled a drop in banner impressions in the same time
>period.
>
>
>CORRELATIONS BETWEEN ADVERTISERS AND UNIQUE AUDIENCE GROWTH
>NOTE:
>Month Domain Impressions* Unique Audience %UA Change %UA Change
> June-July July-Aug
>JUNE Goto.com 155 million 2,491,079 24.9% 1.0%
>JULY Goto.com 237.6 mil 3,114,091
>AUG Goto.com 383.2 mil 3,140,433
>
>JUNE MS Carpoint 18.6 million 778,425 34.3% 10.3%
>JULY MS Carpoint 14.1 mil 1,048,184
>AUG MS Carpoint 22.7 mil 1,154,523
>
>JUNE Next Card not reportable** 647,359 5.3% 1.9%
>JULY Next Card 17 million 679,889
>AUG Next Card 27.8 mil 692,579
>
>JUNE Cyberthrills 26.8 million 2,324,518 -40.2% -19.5%
>JULY Cyberthrills 11.5 million 1,388.741
>AUG Cyberthrills not reportable** 1,120,456
>
>JUNE LinkExchange 131 million 1,238,805 11.5% 80%
>JULY LinkExchange 146.2 mil 1,382,667
>AUG LinkExchange 186.7 mil 2,495,822
>
>*Impressions for banner advertising represent ads with at least a 5% reach.
>**Ad impressions fell under 2 million, which is less than a 5% reach
>***While direct causality cannot be claimed from this data, the observed
>correlations are significant.
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
24/7 Media, Internet.com and AdKnowledge
Reach more than 1 out of 3 online users through name-brand sites
17 Content Channels including News, Business/Finance, Women's Interest
The 24/7 Network - http://www.247media.com/ad_sales/ad_sbc.htm
---
Internet.com Delivers The Internet Professionals You're Looking For!
Over a million unique users, 75% have purchased online this past year.
Target your message to them, http://www.internet.com/mediakit/find.html
---
Double the effectiveness of your next web advertising campaign.
How? With AdKnowledge. For complete details, contact us.
http://ads02.adknowledge.com/SmartBanner/page/9751.4
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
With an archive of more than 14,000 postings, since 1996 the
Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion
of online advertising and online media buying and selling strategies, results, studies, tools, and media
coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List. |
|
|
Online Advertising Industry Leaders:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
