Overall, ad impressions for October were up by over 20 percent, with growth in almost every vertical category with the exception of entertainment and software, according to data from Nielsen Online.
Impressions in the financial services, travel, retail, web media and telecommunications sectors all grew substantially month-on-month, perhaps suggesting the beginnings of economic recovery, or simply reflecting increased marketing activity in the run up to the holiday period. Back in 2008, however, overall impressions grew just 3 percent over the previous month.
Ads for Travel products also rose dramatically for the second month running, resulting in around 60 percent growth in impressions between August and October.
|Advertising Breakdown by Industry, October 2009|
|Industry||Total Impressions, October 2009 (M)||Change From Previous Month (%)|
|Retail Goods & Services||19,151.23||24|
|Business to Business||3,505.71||1|
|Hardware & Electronics||3,268.14||27|
|Source: Nielsen Online, 2009|
|Top 25 Companies by Sponsored Link Impressions, October 2009|
|Company||Sponsored Link Impressions, October 2009 (M)|
|Experian Group Limited||590.5|
|The Hartford Financial Services Group, Inc.||295.1|
|General Electric Company||271.3|
|United Online, Inc.||256.0|
|Bank of America Corporation||218.4|
|Core Health Systems||207.0|
|Time Warner Inc.||153.5|
|Source: Nielsen Online, 2009|
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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