High-Tech Firms Lead Pack in Online Advertising

Share this content:
High-tech companies have been more successful in their online advertising strategies than digital-economy and traditional companies, according to a report released yesterday by Nielsen//NetRatings, Milpitas, CA.


The March research from Nielsen//NetRatings' AdSpectrum service also found that a lower exposure to ad campaigns combined with higher reach resulted in higher click rates.


"Through a low-reach, high-frequency model, dot-com advertisers have numbed Web surfers by exposing them to the same ads over and over again," said Allen Weiner, vice president of analytical services at NetRatings.


The report segmented the top 100 online advertisers by industry: digital economy, which includes dot-coms such as RedEnvelope; high-tech firms, such as Hewlett-Packard; and traditional companies, such as Procter & Gamble.


The high-tech industry garnered the highest reach of 17.1 percent, the lowest frequency rate of 9.4 percent and the highest click rate of 0.3 percent. Traditional companies followed with an 11 percent reach, 11.6 percent average frequency and 0.22 percent click rate.


The digital-economy industry scored a low reach of 12.6 percent, the highest frequency rate of 17.3 percent and the lowest click rate of 0.16 percent.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above