• November 8, 2000

The majority of all online ads and impressions are geared toward branding, according to AdRelevance. This latest AdRelevance online advertising research marks the debut of AdStrategy - a new AdRelevance measurement feature that empowers advertisers with competitors' online messaging strategies and intentions. Branding ads (positioning, awareness and feature/benefit) account for 63% of all online ad units and 54% of all impressions, according to AdRelevance research. Within the branding category, ads generating awareness garner the most impressions (33% of all impressions), followed by ads positioning the brand (20%) and ads promoting a feature or benefit of a brand (1%). Among direct marketing ads, those driving traffic (28% of all impressions) are more prevalent than ads driving sales (17%). Industries leading the branding charge are: entertainment (73% of industry impressions devoted to branding), hardware and electronics (83%), retail (64%), web media (63%), automotive (56%) and travel (54%). On the other hand, industries focused more on direct marketing include telecom (72% of industry impressions devoted to direct marketing), financial services (60%), consumer goods (61%) and business-to-business (54%).