Financial Services Ads Dropped in November

Display ad impressions among financial services companies dropped 26 percent month-over-month during November, following substantial growth in October, according to data from Nielsen.

Meanwhile, the number of ads among the hardware and electronics, retail and consumer goods, and software verticals all experienced growth, likely thanks to the holiday period.

Overall impressions across all categories remained constant from October, during which they grew by 21 percent, month-over-month.

Advertising Breakdown by Industry, November 2009
Industry Total Impressions, November 2009 (M) Change From Previous Month (%)
Telecommunications 36,702.49 16
Financial services 34,420.55 -26
Web media 33,963.49 7
Retail goods & services 21,791.25 13
Consumer goods 11,729.62 8
Public services 9,563.38 16
Automotive 8,432.34 8
Travel 8,242.23 -17
Entertainment 7,014.20 -5
Health 5,788.02 4
Hardware & electronics 3,764.78 15
Business to business 3,695.76 5
Software 2,007.91 27
Total 187,116.01 0
Source: Nielsen Online, 2009
Top 25 Companies by Sponsored Link Impressions, October 2009
Company Sponsored Link Impressions, October 2009 (M) 1,260.1
Emirates 968.2
InterActiveCorp 802.7
Experian Group Limited 738.9
Ebags 583.4, Inc. 428.1
eBay, Inc. 390.4
A1 Skateboards 365.0
The Hartford Financial Services Group, Inc. 355.2
United Online, Inc. 330.5 329.7
Core Health Systems 291.9
Yahoo Inc. 281.3
AdoptHelp, Inc. 261.4
Target Corporation 247.1
Funny or Die Inc. 235.1
General Electric Company 217.2
Pali Overnight Adventures 216.0
Levi Strauss & Co. 206.6
Sharebuilder Corporation 206.3
Bankrate, Inc. 204.6
Google, Inc. 194.4
Time Warner Inc. 193.2
Intelius 191.6
Bank of America Corporation 181.5
Source: Nielsen Online, 2009

Nielsen Online

Methodology: Nielsen Online AdRelevance’s Cloudprober technology tracks online advertising activity across over 2,000 sites and subsites.

Nielsen Online, AdRelevance service uses a proprietary methodology for estimating online advertising expenditures and only takes into account image-based technologies and advertising sold per CPM. Above data does not reflect house advertising activity, strategic partnerships between publishers and advertisers, or text units, paid search, sponsorships, email, units contained within applications (e.g., messengers and pre-rolls) or performance based advertising.

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.

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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