eBay Banner Nets 18 Percent CTR

The most clicked-on banner for the week ending Sept. 5 was an ad for auction site eBay, which had an 18.6% CTR, according to Web measurement firm Nielsen//NetRatings.

The top advertisers, ranked by banner impressions, were:

Advertiser Impressions in Millions Reach %
TRUSTe 260.8 15.0
Microsoft 145.2 29.1
Amazon 81.9 24.7
CDNOW 42.9 16.5
Yahoo 42.5 16.4
Next Card 35.8 15.1
Ad Council 32.2 7.2
Red Cross 29.7 8.5
AT&T 27.3 12.5
SexTracker 27.0 4.4

Impressions reported include house ads that run on an advertiser’s own Web property.

Top Banners, ranked according to reach percent, were:

Advertiser Reach % Creative
First USA/MSN 3.9 Chess Players The World Over Are Joining The Game Against Kasparov. How About You?
GetSmart 3.9 Find: A Loan for Me. Refinancing, Second Mortgage, Debt Consolidation
Bonzi Software 3.8 Speed Up Internet Connection
Autoweb 3.0 Buy it; Sell it
Capital One 3.0 Visa Platinum; Credit Limit, Fixed APR, Apply Online, Submit
Acceleration Software 2.9 Find the ball and win a free Internet Telephone AND a web accelerator!
Ad Council 2.9 ESGR: Employer Support of the Guard and Reserve.
Beyond.com 2.8 Win A Sega Dreamcast System!
Autoweb 2.8 GET A PRICE
ShopNow 2.8 Where will you be at the millennium? Reserve NOW! It’s not too late to plan!

Ad banners that run predominantly on an advertiser’s own property or house ads are not included in the above.

Rankings are based on audience measurement of people who have access to the Internet from home.

Average click rate for the top banners was 0.55 percent. Banners may be viewed here.

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