911Gifts Takes No. 1 Spot in Top 10 Advertiser List

A Father’s Day campaign by online gift service 911Gifts bumped Microsoft out of its long-time No. 1 status as top advertiser on the Web, according to figures for the week ending June 20 from Nielsen//NetRatings.

The week before that, the company entered into the Top 10 Advertisers list for the first time at No. 7 with the inception of the campaign. In addition, 911Gifts had the most-viewed ad banner for the week, and captured three other spots on the Top 10 Ad Banners list, the measurement firm said.

The most clicked-on ad banner was TheLoanPage.com’s ad, which had a 4.5 percent click rate.

Nielsen//NetRatings said the top advertisers, ranked by banner impressions, were:

Advertiser* Impressions in millions Reach %
1. 911Gifts 104.9 16.3
2. Microsoft 89 33.6
3. Thunderstone 72 3.6
4. Amazon 53.6 23.7
5. SexSwap 41.6 2.6
6. CDNow 38.8 14.1
7. LinkExchange 30.7 5.8
8. Ad Council 29.1 9.1
9. TRUSTe 26 10.9
10. Discover Brokerage 25.6 3.2

Nielsen//NetRatings’ syndicated ad research service BannerTrack showed that the top banners for the week ending June 20, ranked according to reach percent, were:

  1. 911Gifts — Get Dad’s Attention. Send him a great gift. Father’s Day is June 20.
  2. 911Gifts — Don’t worry. . .Dad will never know you forgot. We can still deliver by Father’s Day!
  3. 911Gifts — Don’t worry. . .You still have time. We can deliver by Father’s Day!
  4. Autoweb.com — BUY IT; SELL IT
  5. Autoweb.com — GET A PRICE
  6. 911Gifts — Put a smile on Dad’s face. Father’s Day is June 20. Great gifts for Dad.
  7. Lowestfare — Vacations For Less. Click Here For Hot Deals!
  8. Amazon — Click on Shopping. Then click on Music and Video.
  9. About.com — $$$$ Catch the dollar sign for a chance to win $100,000
  10. Bonzi Software — Speed Up Internet Connection

Rankings are based on audience measurement of people who have access to the Internet from home. Reach is a measure of the unduplicated audience that visits a property.

The Nielsen//NetRatings audience information service collects data from approximately 15,000 panelists as they surf the Web at home.

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