Advertising on the Internet is narrowly focused on e-commerce, not on building strong offline brands according to a study released by The Strategis Group.
According to “Advertising on the Internet: 1999,” the three leading Web advertising categories (computer goods, books, and credit cards) are tied to e-commerce. Advertisements from 13 of the Fortune 25 companies were not found on the top 50 Web sites, and many of America’s leading brands, including Wal-Mart, Pepsi, Coke Classic, Burger King, Nabisco, and Nike were absent from the top 50 Web sites.
The Strategis Net Presence Survey, part of the larger “Advertising on the Internet: 1999,” included 6,972 ads on the 50 top Web sites. Each ad was logged into a database based on its visibility to calculate the “Net Presence” of over 700 top Internet advertisers in 39 separate categories. Net Presence is a composite measure of Internet advertising visibility. E-commerce leader Amazon.com garnered the highest Net Presence rating at 57.6, but most Internet advertisers have a Net Presence below 2.
“Internet advertising is still in its infancy,” said Strategis Internet consultant Jeff Moore. “Advertising for consumer brands like food products and personal care products was no more prominent than advertising for online casinos. This will change dramatically as high-speed access gains ground and the ability to target consumers becomes more refined.”
The Strategis Consumer Advertising Survey of 403 Internet users revealed today’s low level of brand recall: 52 percent of Internet users had not clicked on any ad within the past week and 40 percent who had could not recall any Internet ad.
“We found that better educated and upper income users click on ads less often, but have better recall of specific ads,” said Matt Page, co-author of the study. Amazon.com also topped the list of advertisers recalled by consumers.
|Internet’s Most Visible Advertisers|
|2.||Barnes & Noble||Books||56.1|
|4.||NextCard Visa||Credit Cards||39.2|
|6.||First USA||Credit Cards||26.5|
|10.||Network Solutions||Site Services||16.7|
|Source: The Strategis Group, Inc.|
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
A new study underlines the massive influence that Amazon exerts over the ecommerce market, with the site being the first port of call ... read more
Election 2016 is already like no presidential race before it, and one of the most striking aspects of this year’s race is the disparity ... read more
Businesses near ‘PokeStops’ are enjoying a huge surge in footfall due to the popularity of Pokémon Go, according to our first major ... read more