Business and consumer services, which includes large ad spenders such as financial services and telecommunications, led all industry segments with an increase of $100 million from the first quarter of 2002 to the first quarter of 2003. The $100 million represents 58 percent of the $172 million total increase in online ad spending during the same period, as reported by the Interactive Advertising Bureau (IAB).
The auto sector increased online ad spending by $30 million, from $27 million in Q1 of 2002 to $57 million in Q1 of 2003, an increase of 90.5%. Following closely was the drug/remedies category, which increased online ad spending by $26 million during the same year over year period. Rounding out the top five, travel, hotel & resorts reported positive growth of 15.5%, an increase of $15 million and the insurance & real estate sector moved up 29% by $10 million.
"The lion's share of this growth is now coming from industries known to spend significantly on traditional advertising," said Charles Buchwalter, vice president, client analytics, Nielsen//NetRatings. "Selected Fortune 500 companies classically labeled as traditional advertisers, like auto manufacturers, are more fully adopting online media into their plans."
Nielsen//NetRatings AdRelevance research shows that other large advertisers like consumer packaged goods (CPG) companies are increasing their share of online advertising impressions. The CPG companies in this study, Pepsico, Anheuser-Busch, South African Brewers, Altria and Coca Cola have used their traditional advertising savvy on the Web, turning to sports sites, among others, to reach online consumers.