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A Picture is Worth (Several) Thousand Words

A Picture is Worth (Several) Thousand Words

Based on new analysis by Nielsen//NetRatings, image based advertising is not only significant in selected industries, but is preferred across the board. Helpful definitions with which to relate the data are provided by the author:

- Sponsored Links: Text-based ads that often appear as a result of a keyword search either on a search engine or associated site. These ads are often displayed alongside natural search results but identified under specified headers (e.g., "Paid Sponsor", "Sponsored Link", "Sponsored Sites" or "Sponsored Results").

- Image-Based Technologies: As a technology, image ads are any ad that contains an image.

Online Advertising by Industry, Sponsored Link vs Image Based
Month of September 2005 US, Home and Work

 

Impressions (000)

Share of Industry
Advertising

Share of All
Advertising

Industry

Sponsored Link

All Image Based Advertising

Sponsored Link

All Image Based Advertising

Sponsored Link

All Image Based Advertising

Retail Goods & Services

12,258,144

14,104,250

46%

54%

23%

13%

Web Media

11,622,299

17,368,116

40%

60%

21%

16%

Financial Services

3,790,001

23,718,202

14%

86%

7%

22%

Travel

2,473,237

5,474,489

31%

69%

5%

5%

Business to Business

1,818,870

2,587,611

41%

59%

3%

2%

Public Services

1,569,636

14,881,228

10%

90%

3%

14%

Consumer Goods

1,441,220

4,894,636

23%

77%

3%

4%

Telecommunications

936,604

10,014,474

9%

91%

2%

9%

Health

800,504

2,822,955

22%

78%

1%

3%

Software

749,589

1,391,699

35%

65%

1%

1%

Cross Industry

572,862

0

100%

0%

1%

0%

Hardware & Electronics

330,784

4,396,350

7%

93%

1%

4%

Entertainment

200,931

4,202,180

5%

95%

0%

4%

Automotive

175,209

3,852,379

4%

96%

0%

4%

Unclassified Text Advertising

15,424,948

0

100%

0%

28%

0%

Grand Total

54,164,838

109,708,569

33%

67%

100%

100%

Source: Nielsen//NetRatings AdRelevance

Online Advertising by Industry, Sponsored Link vs Image Based
Month of November 2005 US, Home and Work

 

Impressions (000)

Share of Industry
Advertising

Share of All
Advertising

Industry

Sponsored
 Link

All Image Based Advertising

Sponsored Link

All Image Based Advertising

Sponsored Link

All Image Based Advertising

Automotive

182,121

4,746,916

4%

96%

0%

4%

Business to Business

2,022,215

2,647,395

43%

57%

4%

2%

Consumer Goods

1,597,910

5,723,614

22%

78%

3%

5%

Entertainment

326,529

2,925,263

10%

90%

1%

3%

Financial Services

4,246,885

22,848,564

16%

84%

8%

20%

Hardware & Electronics

344,993

4,491,930

7%

93%

1%

4%

Health

957,369

2,716,338

26%

74%

2%

2%

Public Services

1,417,455

6,623,591

18%

82%

3%

6%

Retail Goods & Services

13,234,971

15,480,902

46%

54%

24%

13%

Software

748,026

2,289,506

25%

75%

1%

2%

Telecommunications

930,870

21,883,316

4%

96%

2%

19%

Travel

2,055,025

4,444,074

32%

68%

4%

4%

Web Media

11,761,904

18,410,330

39%

61%

21%

16%

Cross Industry

619,171

 

100%

0%

1%

0%

Unclassified Text Advertising

14,853,385

 

100%

0%

27%

0%

Grand Total

55,298,829

115,231,739

32%

68%

100%

100%

Source: Nielsen//NetRatings AdRelevance

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