• by Masha Geller , November 3, 2002

While the wireless advertising itself is still nothing to write home about, the latest Nielsen//NetRatings AdRelevance report shows that wireless providers are reaching out to consumers through the Web, with an increasing market share of online advertising.

Wireless advertisers comprised 2.4% of the entire online advertising market during May-September 2002, more than doubling its size during the same period in 2001 when it peaked at 0.9%.

AT&T Wireless topped the list of wireless advertisers, claiming 50% of the online advertising market. Verizon Wireless walked away with a 31% share of voice, while Sprint PCS rounded out the top three posting a 12% share.

Many ad creatives placed online by leading wireless providers featured offers for phone equipment or calling plans. This direct marketing strategy was employed by 65% of all wireless providers, as they used their ad campaigns primarily to drive sales and or traffic to the Web site.

"With advertisers competing for subscribers by offering everything from two-way radios to Internet messaging, the presence of wireless services ads online has grown from a dull roar to a fever pitch," said Charles Buchwalter, vice president of client analytics, Nielsen//NetRatings. "As a marketing vehicle, the Internet provides a technologically-savvy consumer audience for wireless products."

The top wireless providers based on percent share of the ad market, according to NetRatings, were AT&T (50%), Verizon Wireless (31%), sprint PCS (12%), T-Mobile (3%) and Cingular (2%).