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

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.