| How is the advertising landscape on the net changing? As of mid-April, NUA Internet Surveys, reports traditional ad buyers tend to be less concerned with “clickthroughs” than in ad impressions. They also tend to focus more on direct marketing than on brand building.
The report also found that four percent of new campaigns are using the new online advertising form as pioneered by CNET; and that almost 14 percent of new campaigns were being run solely on the advertisers’ own sites.
More stats: Forty-six percent of online ads in Q3 2000 were banners, 22 percent were sponsorships, 9 percent were classified, and 6 percent were referrals. Interstitials, rich media ads, keyword searches, and email ads all accounted for less than 5 percent of online ads. Online advertising revenue dropped by 6.5 percent between Q2 and Q3 2000 and Q3 2000 marked the first drop in advertising revenues since records were started at the beginning of 1996.
The upside: It seems that online branding has a healthy future. As more traditional advertisers move to the Web, branding likely will follow as a larger part of the online mix. Savvied traditional advertisers, accompanied by skilled agencies, understand the need to provide a mix of targeted direct-marketing campaigns along with image ads and will leverage their media mix to accomplish this dual strategy. Source: www.nua.ie
(Editor’s Note: Becky Wiles is the owner of 2Amazing Web Design. She may be reached at (360) 440-5860, becky@2amazing.com, ICQ#6973819 or http://www.2amazing.com.) |
