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Advertising Placements by Industry and Top Sponsored Links, December 2006

January 12, 2007   |  Comments

The industry breakdown of ad placements and unit types and top 25 companies placing sponsored links. The data are provided by Nielsen//NetRatings.

Advertising Breakdown by Industry, November and December 2006
IndustryTotal Impressions, November 2006
(M)		Total Impressions, December 2006
(M)		Change From Previous Month (%)
Automotive7,860.57,251.2-7.75
Business to business6,158.4 5,190.5-15.72
Consumer goods3,133.110,257.7-21.89
Entertainment10,778.713,422.724.53
Financial services66,532.376,014.714.25
Hardware and electronics6,289.88,087.928.59
Health5,397.05,460.71.18
Public services23,140.314,625.1-36.80
Retail goods and services52,302.356,234.27.52
Software4,327.64,012.6-7.28
Telecommunications26,544.334,864.231.34
Travel8,285.87,259.2-12.39
Web media63,043.254,290.4-13.88
Source: Nielsen//NetRatings, 2006

Advertising Breakdown by Ad Unit Types, December 2006
IndustryFlash, Generic (M)Rich Media (M)Sponsored Link (M)Standard Image (M)Standard Image/Text Link (M)
Automotive3,262.6742.5421.91,765.21,058.9
Business to business897.580.12,148.7 1,360.5 703.8
Consumer goods3,673.8450.12,673.02,569.8890.9
Entertainment6,133.6314.1624.44,176.52,174.1
Financial services13,252.0 484.52,799.215,218.344,260.6
Hardware and electronics3,168.5668.9541.71,532.12,176.7
Health1,992.9484.21,039.31,686.3258.0
Public services3,097.275.81,022.42,776.47,653.3
Retail goods and services9,187.82,188.513,380.210,774.720,703.1
Software1,319.0177.3946.2812.0758.2
Telecommunications15,154.8993.1880.610,071.37,764.3
Travel2,401.1198.51,803.31,590.01,266.4
Web media9,981.0724.113,301.011,176.919,107.3
Source: Nielsen//NetRatings, 2006

Top 25 Companies by Sponsored Link Impressions, December 2006
CompanySponsored Link Impressions, December 2006 (M)Sponsored Link Impressions, November 2006 (M)Change From Previous Month (%)
eBay3,871.33,068.026.19
Amazon.com623.0543.614.59
John Wiley & Sons Inc.598.716.73,486.56
NexTag.com579.4706.4-17.98
Time Warner Inc.504.3346.545.55
Vonage Holdings Corp.408.5250.263.25
BizRate.com407.7371.89.66
Shopzilla International394.5332.018.80
Target Corp.372.9372.60.07
Wal-Mart360.0318.413.09
Yahoo Inc.303.7312.5-2.80
SoulMate Calculator302.6N/AN/A
Smarter Living299.696.3211.01
Overstock.com287.9210.936.53
Google Inc.263.539.3569.75
InterActiveCorp263.0254.33.41
The Walt Disney Co.210.6132.159.41
Smarter.com209.4159.731.17
Low.com206.2124.166.15
ComparisonWarehouse205.6N/AN/A
Shop.com203.2150.634.92
Pickamortgage194.2656.8-70.43
Interchange Corp.192.9152.426.60
Business Financial Publishing184.9153.420.54
Eastman Communications Inc.179.2199.2-10.08
Source: Nielsen//NetRatings, 2006

Top 25 Companies by Top Three Search Terms, December 2006
CompanySearch Term 1Search Term 2Search Term 3
eBayebay"transfer+dvd+to+vhs"ebay.com
Amazon.comcyber+mondaynintendo+wiitoys+r+us
John Wiley & Sons Inc.cliff+noteschemistrycancun,+mexico+information
Nextag Inc.ipodnintendo+dsdigital+cameras
Time Warner Inc.mapquestbritney+spearsgames
Vonage Holdings Corp.verizoncomcastatt
BizRate.com"transfer+dvd+to+vhs"cyber+mondaynintendo+wii
Shopzilla Internationalice+bikesnokia+7240creative+sound+cards
Target Corp.target.comsweet+potato+pie+recipescappuccino+mix+suppliers
Wal-Martnintendo+wiicyber+mondaybest+buy
Yahoo"transfer+dvd+to+vhs"dvd+digital+video+
stabilizer+software		battery+operated+scented+candles
SoulMate Calculatorhoroscopespoemslove+quotes
Smarter Livingsouthwest+airlinescheap+ticketsairline+tickets
Overstock.comebayamazon.comebay.com
Google Inc.gmailancient+egypt.compay+online+@discovercard.com
InterActiveCorpexpediapricelinetravel
The Walt Disney Co.baby+nameschristmas+party+gameschristmas+crafts
Smarter.comvideo+stabilizerinstrument+storeanheuser+busch+collectible+
clydesdale+wagons
Low.comhorses+for+salemortgage+calculatorgrants
ComparisonWarehousechristmas+party+gamesplay+station+gamesgirdles
Shop.comcyber+mondaydvd+digital+video+
stabilizer+software		nfl
Pickamortgagemortgage+refinancing+with+
bad+credit		consolidar+deudasmaryland+mortgage+loan+
no+closing+cost+no+points
Interchange Corp.jefferson+hospital+fax+
directory+in+philadelphia		candies+in+stairstires
Business Financial Publishingotcbbbest+buydividend-paying+blue-chip+stocks
Eastman Communications Inc.otcbbbest+buybest buy
Source: Nielsen//NetRatings, 2006

View: Advertising Placements by Industry and Top Sponsored Links, November 2006

Methodology: Nielsen//NetRatings 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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