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| |
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| The
Short Life Span of Ad Banners
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| Source:
AdRelevance, a division of
Media Metrix.
The majority of all online ad banners have
short life spans, running on average three weeks or less, according to a
new report released by AdRelevance, a division of Media Metrix. With few
advertisers running large online campaigns, an overwhelming majority of
advertisers have less than a 0.01 percent share of all online advertising
impressions.
Key findings from the latest AdRelevance
Intelligence Report, which analyzes standard 468x60 banner ad campaigns on
the top 500 Web sites between July 1999 and June 2000, include:
- Although most banner ads run for three
or fewer weeks, the average banner runs for five and a half weeks.
- The automotive industry schedules online
ads to run the longest, an average of 7.8 weeks. This is almost twice
as long as the average banner duration for a hardware and electronics
ad, which typically lasts 4.1 weeks.
- The consumer goods industry embraces the
most targeted ad approaches, with only 40 percent of online
impressions appearing on broad reach sites like portals, search
engines and community destinations. At the other end of the spectrum,
Web media, financial services and travel advertisers appear to be
targeting the least, running an overwhelming majority of ad
impressions on broad reach sites.
- While the average campaign in the second
quarter weighed in at 7,265,000 impressions, more than half of all
advertisers ran campaigns with less than 44,000 impressions. A
campaign this small would only garner a 0.0003 percent share of voice
on a major portal like Yahoo!.
- Automotive industry runs banner ads almost twice
as long as hardware and electronics advertisers
- Broad reach more popular than targeted
approach for recent online campaigns.
"While most advertisers are running
relatively short campaigns, shorter campaigns are not necessarily better
campaigns," said Charlie Buchwalter, vice president of media research
for the AdRelevance division of Media Metrix. "Although shorter
campaigns may concentrate banner impressions, thereby increasing the share
of voice and share of market for an advertiser, only longer campaigns can
bring about a change in consumer attitudes and behavior. The latest
AdRelevance findings suggest that automotive, financial services and
travel advertisers are out to change behavior because they are running
banners the longest, when compared to other industries."
|
Table A: |
|
Length of Time Banners Run |
|
Source: AdRelevance, a division of Media Metrix |
|
|
|
Number of Weeks |
Percent |
|
1 |
23.7% |
|
2 |
16.0% |
|
3 |
11.9% |
|
4 |
9.3% |
|
5 |
7.8% |
|
6 |
5.4% |
|
7 |
4.0% |
|
8 |
3.3% |
|
9 |
2.8% |
|
10 |
2.4% |
|
11 |
1.8% |
|
12 |
1.6% |
|
13 |
1.3% |
|
14 |
1.1% |
|
15 |
0.9% |
|
16 |
0.8% |
|
17 |
0.7% |
|
18 |
0.6% |
|
19 |
0.5% |
|
20 |
0.5% |
|
More than 20 |
3.7% |
|
Table B: |
Average Number of Weeks a Banner Runs by Industry
Source: AdRelevance, a division of Media Metrix |
| |
Industry |
Average Number of Weeks |
| |
Automotive |
7.8 |
| |
Financial Services |
6.9 |
| |
Travel |
6.0 |
| |
Consumer Goods |
5.6 |
| |
Web Media |
5.5 |
| |
Software |
5.1 |
| |
Retail |
5.0 |
| |
Entertainment |
4.9 |
| |
Business-to-Business |
4.9 |
| |
Telecommunications |
4.8 |
| |
Hardware & Electronics |
4.1 |
|
Table C: |
Share of Impressions by Site Type
Source: AdRelevance, a division of Media Metrix |
| |
Web Media |
86.20% |
13.80% |
| |
Financial Services |
83.00% |
17.00% |
| |
Business to Business |
72.70% |
27.30% |
| |
Telecom |
72.70% |
27.30% |
| |
Retail |
70.10% |
29.90% |
| |
Software |
69.00% |
31.00% |
| |
Entertainment |
58.90% |
41.10% |
| |
Hardware and Electronics |
53.50% |
46.50% |
| |
Automotive |
51.90% |
48.10% |
| |
Consumer Goods |
40.40% |
59.60% |
The AdRelevance Intelligence Report also analyzes ad impression
distribution strategies for campaigns running four, eight and 12 weeks -
revealing that banner impressions, on average, are heavier in the
beginning of four and 12 week campaigns. On the other hand, campaigns
running eight weeks tend to feature higher impression levels in the
middle. Impressions for the average banner in an eight week campaign
peaked in the fifth week.
"There is no golden rule when it comes to campaign continuity, but
it appears that advertisers are adopting two weighting approaches - either
front-loading for shorter campaigns or pulsing for longer campaigns,"
Buchwalter said. "The conclusions from this AdRelevance Intelligence
Report support the fact that the online advertising market is still in its
infancy, and has a way to go before analysts can accurately determine what
constitutes an effective and successful online ad campaign. We'll know
things are changing when more companies commit to larger, longer and more
targeted online campaigns."
Definitions
Impressions: The number of times an ad is rendered for viewing. One
impression is equivalent to one opportunity to see an ad.
Genre: Exclusive groups of sites similar in content and function.
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