Commentary

Web Ads... Who, Why, Where, What..

  • by July 20, 2001
Web Ads... Who, Why, Where, What..

Here's a snapshot of web advertising in the 3rd week of June, 2001. AdRelevance/Jupiter MediaMetrix recently released these data.

First, the top 10 locations where ads were placed during the period. This rank is based on the number of views (impressions).

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  +------------------------------+---------------+   |
Web Type                     |   Impressions |   +------------------------------+---------------+   | Portal                       | 7,686,986,000 |   | Shopping & Auction           | 2,136,560,000 |
| Incentive                    | 1,628,998,000 |   | Telecom & Internet Telephony | 1,103,728,000 |   | General News                 |   927,882,000 |   | Travel, Maps & Local         |   788,102,000
|   | Business & Finance           |   587,162,000 |   | Community                    |   568,995,000 |   | Sports & Recreation          |   494,494,000 |   | Search Engine                |
491,975,000 |   +------------------------------+---------------+ 

Next, advertising by industry as measured by impressions:

+------------------------+---------------+   | Industry               |   Impressions |   +------------------------+---------------+   | Web Media              | 5,792,093,000 |   | Retail
| 4,571,608,000 |   | Business to Business   | 3,101,378,000 |   | Financial Services     | 2,120,311,000 |   | Consumer Goods         |   862,361,000 |   | Entertainment          |   856,603,000 |
| Travel                 |   768,624,000 |   | Telecommunications     |   461,494,000 |   | Hardware & Electronics |   304,220,000 |   | Software               |   240,974,000 |
+------------------------+---------------+ 

Then, the type of ad shape appearing:

     +-----------------+--------+   | Dimensions      | Unique |
|                 |    Ads |   +-----------------+--------+   | Full banner     | 22,344 |   | Short button    |  5,379 |   | Medium button   |  3,474 |   | Tall button     |  3,168 |   | Vertical
banner |  2,867 |   | Half banner     |  2,822 |   | Micro button    |  2,659 |   | Other           |  1,634 |   +-----------------+--------+ 

Finally, the top10 consumer goods advertisers based on the total impressions:

  +----------------------------+--------------+   | Company                    |  Impressions |
+----------------------------+--------------+   | PhotoPoint                 |  123,092,000 |   | Omaha Steaks International |   49,043,000 |   | The Gap, Inc               |   36,608,000 |   | Sports
Illustrated         |   35,005,000 |   | Unilever                   |   34,080,000 |   | Time, Inc.                 |   32,366,000 |   | New York Times             |   31,353,000 |   | Eddie Bauer
|   23,118,000 |   | The Coca-Cola Company      |   19,156,000 |   | Philip Morris Companies    |   18,396,000 |  +----------------------------+--------------+ 

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