By Keith Regan E-Commerce Times
08/07/01 6:06 PM PT
'The financial ads are an example of the current trend in
the world of online advertising - the merger of branding
and direct marketing,' a NetRatings analyst said.
Hoping to drum up new business amid a slowing economy, financial services firms
poured money into online advertising during June, according to a report released
Tuesday by Nielsen//NetRatings (Nadsaq: NTRT).
Three of the top five online advertisers during the month of June were financial
services firms, NetRatings found.
"The financial services push is reflective of economic times," NetRatings vice president
and principal analyst Allen Weiner said. "With the economy slowing down, financial
services companies are doing everything they can to stimulate consumer spending."
In all, the top 10 online advertisers spent US$143 million on Web advertising,
according to the New York market research and measurement firm.
Providian Bank topped the list, spending more than $20.1 million on
Internet advertising during the month, followed by JP Morgan Chase,
with $16.9 million spent. Capital One ranked fourth, spending $14.7 million.
Dual Purpose Ads
Companies are using the Internet advertising medium both to drive traffic directly to
their Web offerings -- with discounts and offers designed to generate
click-through traffic -- and at the same time, to build brand awareness, the study said.
In the past, experts have questioned the Web's ability to be used as a branding medium.
Looking to make the Web a more versatile medium for marketing, the Internet Advertising
Bureau recently unveiled new, larger ad sizes and
released guidelines for using rich media ads.
"The financial ads are an example of the current trend in the world of online advertising
-- the merger of branding and direct marketing," Weiner said. "Financial services ads
marketing brand names such as Visa, MasterCard and
Shell are used for branding, while direct offers are created through the simple click of
a banner."
Media on Media
Also in the NetRatings top five were Sony (NYSE: SNE), which ranked third, and AOL Time Warner
(NYSE: AOL), which ranked fifth. Sony -- which recently inked a massive marketing,
consulting and co-branding deal with Yahoo!
(Nasdaq: YHOO) -- spent $15.6 million online in June, while AOL spent $14.1 million.
Other notable advertisers in the top 10 included Orbitz, the airline-backed travel site that is making a major push to capture market share
from more established rivals. Orbitz spent just over $12 million in online ads during the
month of its highly touted launch.
Also in the top 10 were Classmates Online and Bertelsmann AG, which both spent about
$13 million, and Neway, with $11 million spent.
Amazon.com (Nasdaq: AMZN) ranked 10th with about $10 million in Web
advertising spending during June.
Report: Maximizing the Value of Online Ads August 07, 2001
A primary reason for purchasing premium Internet advertising space is exposure to a more
targeted audience, Jupiter said.
Guidelines Issued for Rich Media Ads August 06, 2001
Online marketers should make sure ads do not
cause error messages, dialog windows, browser crashes or system crashes, the IAB said.
I-Marketing Interview: Visa August 03, 2001
According to e-Visa VP Gerry Sweeney, an Internet ad is the
convergence of a direct marketing vehicle and a branding tool.
Up With Big Ads, Down With Pop-Ups July 31, 2001
Although pop-up ads are appearing all over the Web, time
will reveal that straight-forward Internet advertising, in which
the viewer can decide to click or not, is more effective.
I-Marketing Interview: Sun Microsystems (Part 2) July 31, 2001
Sun believes that as the Internet evolves, 'e-marketing will be turned on its ear and will
truly need to be able to give the customer what they want, when they want it, on any
device.'
More by Keith Regan
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