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 | Share of All | |||
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 | Share of All | |||
Industry | Sponsored | 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 |