High-Tech Firms Lead Pack in Online Advertising
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.