Marketing News & Expert Advice
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Advertising Placements by Industry and Top Sponsored Links, October 2007
Enid Burns | November 14, 2007 | Comments
The industry breakdown of ad placements and unit types and top 25 companies placing sponsored links. The data are provided by Nielsen Online.
| Advertising Breakdown by Industry, September and October 2007 | |||
|---|---|---|---|
| Industry | Total Impressions, October 2007 (M) | Total Impressions, September 2007 (M) | Change From Previous Month (%) |
| Automotive | 9,832.1 | 6,950.4 | 41.46 |
| Business-to-business | 6,621.8 | 8,293.3 | -20.15 |
| Consumer goods | 12,142.5 | 11,166.1 | 8.74 |
| Entertainment | 15,468.2 | 10,028.3 | 54.25 |
| Financial services | 87,619.4 | 87,031.6 | 0.68 |
| Hardware and electronics | 6,439.7 | 7,605.8 | -15.33 |
| Health | 4,753.4 | 4,962.0 | -4.20 |
| Public services | 9,183.8 | 9,636.9 | -4.70 |
| Retail goods and services | 38,490.3 | 51,004.8 | -24.54 |
| Software | 3,827.4 | 4,445.7 | -13.91 |
| Telecommunications | 13,783.3 | 20,131.3 | -31.53 |
| Travel | 7,394.6 | 7,591.5 | -2.59 |
| Web media | 85,043.7 | 74,220.3 | 14.58 |
| Source: Nielsen Online, 2007 | |||
| Advertising Breakdown by Ad Unit Type, September 2007 (M) | |||||
|---|---|---|---|---|---|
| Industry | Flash, Generic | Rich Media | Sponsored Link | Standard Image | Standard Image/Text Link |
| Automotive | 5,640.7 | 1,086.2 | 581.2 | 1,373.7 | 1,150.3 |
| Business-to-business | 1,318.8 | 88.1 | 4,039.9 | 891.1 | 284.0 |
| Consumer goods | 4,519.3 | 825.8 | 3,455.6 | 2,222.4 | 1,119.3 |
| Entertainment | 8,034.0 | 959.4 | 4,392.0 | 1,442.0 | 640.7 |
| Financial services | 20,526.2 | 635.2 | 2,996.1 | 13,297.5 | 50,164.5 |
| Hardware and electronics | 4,338.7 | 125.2 | 631.7 | 368.8 | 975.4 |
| Health | 2,068.7 | 153.6 | 1,257.9 | 1,040.0 | 233.3 |
| Public services | 1,469.3 | 39.9 | 2,910.4 | 1,694.1 | 3,070.2 |
| Retail goods and services | 5,625.6 | 498.6 | 13,621.7 | 7,379.7 | 11,364.8 |
| Software | 1,536.3 | 288.7 | 1,331.3 | 484.7 | 186.3 |
| Telecommunications | 6,994.8 | 193.2 | 1,584.1 | 2,284.2 | 2,727.0 |
| Travel | 2,162.3 | 115.7 | 2,677.7 | 1,657.4 | 781.5 |
| Web media | 5,134.4 | 101.3 | 40,848.6 | 5,691.3 | 33,268.1 |
| Source: Nielsen Online, 2007 | |||||
| Top 25 Companies by Sponsored Link Impressions, September 2007 | |||
|---|---|---|---|
| Company | Sponsored Link Impressions, October 2007 (M) | Sponsored Link Impressions, September 2007 (M) | Change From Previous Month (%) |
| Whohasacrushonyou.com | 10,273.3 | 3,713.6 | 176.65 |
| Zencon Technologies | 5,993.2 | 567.6 | 955.98 |
| InterActiveCorp | 5,516.4 | 1,541.6 | 257.83 |
| Wu-Yi Source | 1,684.0 | 1,325.5 | 27.06 |
| Yahoo | 1,648.3 | 933.5 | 76.56 |
| eBay | 1,493.1 | 2,283.0 | -34.60 |
| Viacom | 1,406.3 | 430.7 | 226.51 |
| Anastasia Intl. | 1,075.5 | 249.8 | 330.51 |
| Batanga | 872.4 | 265.2 | 228.98 |
| QuinStreet | 822.5 | 329.2 | 149.89 |
| Ourstage.com | 797.5 | 887.7 | -10.15 |
| Table For Six | 793.8 | 205.0 | 287.28 |
| True | 766.8 | 619.7 | 23.73 |
| Experian Group Limited | 741.7 | 639.2 | 16.03 |
| Circuit City | 665.3 | 748.6 | -11.13 |
| CarsBelowInvoice.com | 617.5 | 21.6 | 2,754.93 |
| Sony | 578.3 | 233.2 | 148.04 |
| The Walt Disney Corp. | 570.2 | 480.0 | 18.79 |
| Dating Sites Reviews | 567.3 | 307.4 | 84.58 |
| 548.3 | 2,392.1 | -77.08 | |
| Horror Entertainment | 545.4 | 179.1 | 204.46 |
| Pickamortgage | 535.2 | 430.4 | 24.35 |
| SRC | 497.0 | 0.7 | 7,1618.04 |
| Amazon.com | 487.6 | 839.3 | -41.90 |
| Slacker | 450.3 | 0 | N/A |
| Source: Nielsen Online, 2007 | |||
| Top 25 Companies by Top Three Search Terms, September 2007 | |||
|---|---|---|---|
| Company | Search Term 1 | Search Term 2 | Search Term 3 |
| Whohasacrushonyou.com | myspace.com | www.myspace.com | secure.myspace.com/index.cfm |
| Zencon Technologies | ebony | mature+moms | bbw |
| InterActiveCorp | priceline.com | priceline | www.snugtop |
| Wu-Yi Source | oprah | weight+watchers | triglycerides |
| Yahoo | thai+movie | viking+pool+cues | yahoo+personals |
| eBay | ebay | ebay.com | ebay+motors |
| Viacom | south+park | t.i. | funny+quizzes |
| Anastasia Intl. | russian+models | mail+order+brides | russianbrides.com |
| Batanga | free+music+downloads | chris+brown | akon |
| QuinStreet | bankruptcy | colleges | college+search |
| Ourstage.com | country+music | youtube | you+tube |
| Table For Six | chat+rooms | free+dating | local+singles |
| True | myspace.com | chat+rooms | chat |
| Experian Group Limited | free+credit+report | endurance+saddle+pads | pea+coat |
| Circuit City | camera | canon.com | camcorders |
| CarsBelowInvoice.com | scon | kbb.com | toyota.com |
| Sony | music+videos | expedia | chris+brown |
| The Walt Disney Corp. | dancing+with+the+stars | tinkerbell | abc.com |
| Dating Sites Reviews | women+seeking+ middle+aged+men | older+women+seeking+ younger+men | sugar+daddy |
| gmail | myspace.com | ||
| Horror Entertainment | halloween+recipes | halloween+costumes | 30+days+of+night |
| Pickamortgage | no+closing+cost+ refinance+mortgage | top+rated+refinance+ companies | best+refinance+with+va+loan |
| SRC | senior+census+figures+ for+colorado | baby+boomers+statistics | gps+mapping+software |
| Amazon.com | fort+pitt | lautzenheiser | halloween+costumes |
| Slacker | free+music | britney+spears | music |
| Source: Nielsen Online, 2007 | |||
View: Advertising Placements by Industry and Top Sponsored Links, August 2007
Methodology: Nielsen Online AdRelevance's Cloudprober technology tracks online advertising activity across over 2,000 sites and subsites.
Definition of Terms
- Standard Image/Text Link: Ads that are comprised of many components, typically both image and text beneath the images, all of which link to the same destination URL.
- Standard Image: Animated or static image ads; GIF or JPEG file format-based ads. HTML ads are also classified under this category.
- Flash (Generic): Macromedia’s vector-based authoring tool that outputs file formats used to display interactive elements. Requires a plug-in (Flash Player). Generic Flash (Shockwave Formats - .swf) files used for standard Flash banners.
- Rich Media: A method of communication that incorporates animation, sound, video, and/or interactivity via a proprietary ad platform. Vendors include Bluestreak, Eyeblaster, Klipmart, PointRoll, and Viewpoint Unicast.
- Sponsored Link: Text-based ads that often appear as a result of a keyword search either on a search engine or associated site. These ads are often displayed alongside natural search results but identified under specified headers (e.g., "Paid Sponsor", "Sponsored Link", "Sponsored Sites" or “Sponsored Results”).
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