Nielsen: Auto Industry Makes Most Use of Rich Media

Share this article:
Rich media made up 37.4 percent of all auto online ad impressions in the second quarter of 2002, according to Nielsen//NetRatings, making the auto industry the business sector to use rich media most frequently.


The business-to-business sector was the second-most-frequent user of rich media, using such ads 12 percent of the time, according to data from Nielsen//NetRatings' AdRelevance service announced yesterday.


The entertainment category used the format 9 percent of the time in the second quarter, while the telecom and consumer goods categories both used rich media 8 percent of the time.


Among auto manufacturers, Ford Motor Co. topped the list, accounting for 22 percent of rich media ads in that industry. Toyota claimed a 6.8 percent share, while General Motors took third with 5.7 percent of the auto ad industry share.


General Motors claimed four of the top 10 product brands using rich media, with its Saturn and Cadillac brands claiming 5 percent of the total share.


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.