High-Tech Firms Lead Pack in Online Advertising

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.