Commentary
August Web Traffic and Online Advertising Driven by School Start Campaigns
- by Jack Loechner , Staff Writer @mp_research, September 29, 2006
Nielsen//NetRatings announced the top 10 fastest growing shopping destinations with back to school online advertising campaigns. Ebags.com took the No. 1 spot, growing 118 percent from a unique audience of 582,000 in July to 1.3 million in August 2006. Office Max followed at No. 2, while LLBean.com rounded
out the top three, growing 16 percent.
Heather Dougherty, senior retail and travel analyst, Nielsen//NetRatings, said "Online back to school shoppers look for a wide selection, good prices and a way to avoid crowds. Parents are motivated by online coupons and other promotions, while kids are increasingly becoming educated online shoppers in their own right."
Top 10 Fastest Growing Shopping Destinations with Back to School Online Advertising Campaigns(U.S., Home and Work) | |||
Site | Jul'06 UA (000) | Aug'06 UA (000) | % Growth |
Ebags.com | 582 | 1,268 | 118% |
Office Max | 2,334 | 2,844 | 22% |
llbean.com | 2,372 | 2,754 | 16% |
Staples | 5,626 | 6,325 | 12% |
Office Depot | 4,022 | 4,519 | 12% |
Kohls.com | 4,804 | 5,308 | 10% |
JCPenney | 7,881 | 8,613 | 9% |
Amazon | 37,595 | 40,992 | 9% |
Target | 19,812 | 21,421 | 8% |
Circuitcity.com | 8,351 | 8,528 | 2% |
Source: Nielsen//NetRatings, September 2006 | |||
Most of the fastest growing online shopping destinations also saw an increase in the number of image-based online advertising impressions from July to August 2006. J.C. Penney, Kohl's and Staples saw the biggest jump in online advertising, increasing 1,226 percent, 450 percent and 296 percent, respectively.
Dougherty said "Back to school retailers can maximize their ROI by running strong online advertising campaigns in the few weeks before the school year begins. July is too early to reach most families, whose kids start the school year right before or right after Labor Day."
Image-Based Online Advertising Impressions for Fastest Growing Shopping Destinations(U.S., Home and Work) | |||
Company | Jul'06 Impressions | Aug'06 Impressions | % Growth |
(000) | (000) | ||
Ebags | 7,313 | 8,278 | 13% |
OfficeMax, Inc. | 1,088 | 893 | -18% |
L.L. Bean, Inc. | 57,565 | 52,202 | -9% |
Staples, Inc. | 16,330 | 64,660 | 296% |
Office Depot, Inc. | 12,355 | 8,710 | -30% |
Kohl's Illinois Inc. | 14,009 | 77,025 | 450% |
J.C. Penney Company, Inc. | 33,437 | 443,220 | 1226% |
Amazon.com, Inc. | 338,772 | 435,948 | 29% |
Target Corporation | 235,426 | 514,472 | 119% |
Circuit City Stores, Inc. | 496,542 | 437,445 | -12% |
Source: Nielsen//NetRatings AdRelevance, September 2006 | |||
Top 10 Parent Companies Combined Home & Work (August 2006) | Top 10 Brands Combined Home & Work (August 2006) | ||||
Unique Audience (000) | Time Per Person(hh:mm:ss) | Unique Audience (000) | Time Per Person(hh:mm:ss) | ||
1. Microsoft | 116,596 | 2:09:03 | 1. Yahoo! | 106,711 | 3:15:29 |
2. Yahoo! | 107,109 | 3:15:25 | 2. MSN/Windows Live | 98,546 | 1:51:27 |
3. Time Warner | 103,392 | 4:25:09 | 3. Google | 97,354 | 1:05:06 |
4. Google | 98,861 | 1:06:39 | 4. Microsoft | 92,148 | 0:44:00 |
5. eBay | 65,584 | 1:36:48 | 5. AOL | 74,530 | 5:29:42 |
6. News Corp. Online | 63,614 | 1:43:19 | 6. eBay | 59,152 | 1:36:16 |
7. InterActiveCorp | 58,441 | 0:28:59 | 7. MySpace | 49,178 | 1:59:37 |
8. Amazon | 48,744 | 0:25:30 | 8. MapQuest | 44,515 | 0:11:37 |
9. Walt Disney Web Grp | 40,417 | 0:39:30 | 9. Amazon | 40,992 | 0:23:45 |
10. New York Times Co | 39,892 | 0:14:12 | 10. Real Network | 37,060 | 0:54:23 |
Source:Nielsen//NetRatings | |||||
Top 10 Advertisers by Estimated Spending (August 2006) | ||
Advertiser | Total Estimated Spending | Impressions (000) |
1. GUS Plc | $82,255,600 | 43,956,603 |
2. Netflix, Inc. | $33,186,300 | 14,984,678 |
3. United Online, Inc. | $19,395,600 | 5,791,629 |
4. Skype Technologies S.A. | $19,178,700 | 3,221,316 |
5. NexTag, Inc. | $19,128,800 | 10,831,769 |
6. Verizon Communications, Inc. | $18,176,900 | 5,075,633 |
7. Dell Computer Corporation | $17,753,000 | 7,146,209 |
8. Low Rate Source | $12,609,700 | 8,098,263 |
9. Echostar Communications | $11,491,000 | 3,555,565 |
10. QuinStreet | $10,939,100 | 2,550,929 |
Source: Nielsen//NetRatings AdRelevance | ||
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Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.