Results for October 2000

This little piece of information has been laying on the desk for a couple of weeks looking for a home! In a way, it’s research in that it serves up "data." But it’s the utility of that data that’s been questioned in serving the media markets. But wait… what if planners spot an opportunity? So here goes…

In early October, Jupiter Research released a report that shows that within 5 years, 40% of US Households will use the web for banking like ATM’s are being used now. 43.5 million households will be making financial transactions on the Web by ...» 0 Comments

How Long is a Banner?

That is to say, how long does it last?

According to a study by MediaMetrix in August, in a release by AdRelevance, the majority of online ad banners run an average of three weeks or less. Some of the significant findings are:

• The average banner runs for five and a half weeks.

• The automotive industry schedules online ads to run the longest, an average of 7.8 weeks.

• The average banner duration for a hardware and electronics ad typically lasts 4.1 weeks

• An overwhelming majority of ...» 0 Comments

We are grateful to those readers whose specific industry experience gives us a broader view than we may see in any given report or study we summarized. We welcome your inputs and suggestions to make The Center for Media Research work for you!

Last week we reviewed a study that concluded that kids advertisers may be swinging toward the use of family sites (Family-focused companies have a core competency of creating products and services that can be used by the whole family.) at the expense of advertising carried on kid’s sites (Child -focused companies are companies whose core competency ...» 0 Comments

American Demographics states, in a recent article, that ads inside buses, on airplane overhead bins, elevators, gas pumps, public restrooms, and imprinted on beaches, have all crept onto advertisers' media plans.

Over the past year, the alternative media segment of the traditional advertising business has recast alternative outdoor as a niche marketing tool, offering businesses more creative ways to reach specific types of on-the-go consumers. This alternative segment accounts for $100 to $200 million of the current $4.8 billion outdoor ad industry.

Diane Cimine, executive vice president of marketing for the Outdoor Advertising Association of America said that ...» 0 Comments

A Restructured Target Audience

If you're planning, advertising or merchandising e-tail sites to consumers, the segments are not typically age and income stratified, but characterized by psychographics, and a new pattern called cybergraphics.

Harris Interactive, in conjunction with, released a study in May of online shoppers that identifies six shopping personalities, of the estimated 120 million internet shoppers, that differ in mindsets and spending habits from traditional brick and mortar shoppers.

Ben Black, vice president, Harris Interactive, analyzing the data using factor analysis and cluster analysis describes the e-commerce implications raised by each of the six ...» 0 Comments

Research is Practical: Create a Sales Estimator for Print Advertising Leads

Cahners Business Information summarized information from the American Business Press in New York City, and the Carr Reports, and created a formula to estimate the impact on sales of leads generated by print advertising. Because the calculation of this information was long, laborious and expensive in the intensive study by the ABP, Cahners developed a way to estimate these numbers with reasonable accuracy. The key is inquiries, and what is known about the people who make them. The CARR Report (#210.0) finds that after six months, 20% of ...» 0 Comments

Yahoo! Internet Life magazine published the results of its exclusive Y-Life Poll on Web Surfers' Online Habits, Experiences and Attitudes in its September, 2000 issue. The Web-based study, which was created in conjunction with Harris Interactive, cites a variety of interesting shopper psychographics from compiled statistics. The study concludes that the Net has become a part of everyday life. The online press release of the compiled statistics included these summary statements by Yahoo! Internet Life:

71% of men have made a purchase online, while 58% of women have done so.

Young males, people ...» 0 Comments

Targeting Families to Reach Kids Online Is The Current Trend

Advertisers wanting to reach kids online are shifting their focus away from children and on to families, according to a report released in September by AdRelevance, a division of Media Metrix. The report shows that a majority of ad impressions for child and family-focused online advertisers run on relatively few kinds of sites - portals, kids and family sites. And that online advertising by businesses targeting families grew 96 percent between May 2000 and August 2000, while advertising by companies targeting children declined 56 percent in the same period. ...» 0 Comments

A Radio SubSet Serving a Powerful Consumer Group

As part of the ongoing Arbitron/Edison Media Research Internet Study, a comprehensive examination on the state of webcasting and Internet use, a new report identifies 20% of Americans who have listened to radio stations online, tripling in two years. These folks are “Streamies,” Internet consumers who either watch video webcasts or listen to audio webcasts. Streamies are highly interactive and involved with the Internet, they buy more online, and they spend more time online. They are considered to be a highly valued target group of consumers online today. The report strongly ...» 0 Comments

Online Advertising Rate Card Discounting

In a special report released in August by AdRelevance, a division of MediaMetrix, their findings support the general media buying concensus: purchasing advertising on the internet can sometimes be more of an art than a science! To support that contention, their data shows that online banner discounts average 1/3 off the rate card prices, ranging from 3% to 84%.

The report says that “despite recent claims in the press that the full banner is dying, the 468 x 60 pixel workhorse is still a standard, gradually increasing over the last six months.”


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