Home  |   Blog  |  eNewsletter  |  Tools   Marketing Jobs / Marketing Careers   Bookstore  Search  |  Get Published  |  Feedback  |  Press  |  About MT   

  Marketing Today - The Online Guide to Marketing in the Information Age. Web Marketing, Internet Marketing, E-marketing, emarketing, I-marketing, Imarketing, Marketing Magazines, Marketing Ezines, Marketing Webzines, Marketing Magazines, Marketing Newsletters                
       Click here to find out more about Peter De Legge Consulting - Internet Marketing & Strategy Consulting Services - Visit: www.businessmarketing.net


 
Recommended by Harvard Business School's Working Knowledge, Northwestern University's Journal of Integrated Marketing Communications, Fast Company...    

Click here  to recommend Marketing Today to your colleagues. 

 
  The Online Guide to Marketing in the Information Age

      

Sections

Marketing Today - marketing, marketing communications, marcom, marcomm, integrated marketing communications Marketing
Marketing and marketing communications (offline and integrated)
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Internet Marketing
Internet marketing and integrating offline and online marketing. Special section on Search Engine Marketing.
Marketing Today - online marketing, internet marketing, e-marketing, emarketing, imarketing, i-marketing, cyber marketing Trade Show Marketing / Event Marketing
Marketing at and managing trade shows and events.
Marketing Today - marketing research, marketing trends, marketing trend analysis, marketing studies, marketing research Research, Analysis and Trends
The latest data and analysis relevant to marketers
Marketing Today - marketing law, us marketing laws, european marketing laws, california marketing laws, email marketing laws, can-spam Marketing Law Resources
Marketing, advertising and email marketing related legal resources 
Marketing Today - public speaking and presentations Public Speaking & Presentations
Public speaking/ presentations
MarketingHire.com
Marketing Jobs / Marketing Careers 
Our marketing jobs / marketing career website, MarketingHire.com.
Marketing Today - the online guide to marketing in the information age News
Marketing news from more than 30 sources.
search engine marketing Search Engine Marketing
Search engine marketing and search engine optimization tools and advice.
Marketing Today - marketing tools, markeitng roi calculator (mroi), ad cpm calculator, marketing resources Marketing Tools
Direct Marketing ROI Calculator, Ad CPM Calculator and more
marketing book recommendations on marketing, marketing communications, business to business marketing / b2b marketing / btob marketing, marcom Marketing Bookstore  
Our Amazon.com bookstore contains or picks for the best marketing books. See our Marketing Book Recommendations
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Marketing Events
Selected marketing events
Marketing Today - search marketing articles, marketing tools, marketing book reviews and recommendations Search
Search Marketing Today or the Web Using Google
Marketing Today - the online guide to marketing in the information age Home

Contribute/ Contact
Get published, send books for review, contact Peter DeLegge for media interviews or to speak at your event
About Marketing Today and Peter DeLegge
Add to My Yahoo!

Add Marketing Today Headlines and Article Summaries to Your My Yahoo! Page
Want to add Marketing Today headlines and summaries to your website, newsletter or blog? Click here

Get Marketing Today as an XML Feed! Feature  Marketing Today Headlines and Summaries on your website!
Add our RSS Newsfeed to your website for at no cost (approval required) click here for more information. 
Linking Policy
All content at this site is the property of Marketing Today. However, we permit linking to MarketingToday.com or directly to articles. We also allow approved* sites, blogs and email newsletters to use our article summaries AS-IS, without revision.
Click here for more information. 

Welcome to the Marketing Evolution...Marketing Today (tm)

 

Home > Marketing
The Short Life Span of Ad Banners
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.

 

MarketingHire.com

Marketing jobs and career advice especially for marketers.

Quick Links to Marketing Job Searches:
- Marketing Director Jobs
- Marketing Manager Jobs
- VP Marketing Jobs
- Online Marketing Jobs
- Marketing Analyst Jobs
- Marketing Research Jobs
- Public Relations Jobs / PR Jobs
 

Subscribe to Marketing Today Newsletter FREE! 
Be alerted when new content is published, get exclusive newsletter-only articles and job listings. Join a virtual who's who of marketers from leading companies.

Subscribe

We do not rent or share our email list.

Marketing Today Blog
Frito-Lay and GM Get Integrated Marketing and Leverage the Power of Consumers in a Big Way
GM and Frito-Lay and their agencies have recently figured out a great way of getting consumers more engaged with their brands, leveraging the new found power of the consumer. It's a great lesson in integrated marketing communications and engagement for all marketers.Both brands are running contests for consumers to create homemade commercials (also referred to as consumer generated content) for
Marketing: The Art vs. Science Debate
I am amazed at how often we marketers debate over whether marketing is art or science. I was recently at a marketing association fund raising event where a speaker proclaimed that marketers are true artists, as if being artists validates our work. I thought, hmmm...Maybe that's part of the reason why CEOs and other departments think of marketers as lacking process and accountability, because we
Marketing Accountability on Another Level; Seth Godin's Profoundly Important Post
Seth Godin recently wrote a post on marketing ethics at his blog that has marketers talking. I applaud Seth's passion and his clever way of addressing marketing ethics in his book "All Marketers are Liars." It's a topic our profession needs to dialogue on and care about. I realize that business ethics books don't sell very well, so I'll keep this short and hope you'll look at Seth's post.
Can a Blog, Long Neglected, Be Resuscitated? My Re-Entry Into the Blogosphere
It's common blogosphere wisdom that to keep a blog alive, you need to keep to a rigorous publishing schedule. Well, if you've kept up with my blog, or even if you haven't and you notice the dates of previous posts, we're about to put that assumption to a test, as I make my re-entry into the blogosphere.But first, a little disclosure. For those cynics out there, you may see this (perhaps,
Speaking at BtoB's NetMarketing Breakfast Thursday in Chicago - Oct 6 - Here's $10 Off
Forgive the self-promotion, but I'll be speaking and participating in a roundtable at Crain's BtoB's NetMarketing Breakfast in Chicago this Thursday, October 6th. I've been strugling between two presentations, one regarding a significant study that breaks apart and measures each vehicle of marketing campaigns -- television, print, Internet, search engine marketing, radio spots, etc.; the other
Google Launches Google Blog Search
It was only a matter of time. Google has been promising blog search for a couple of years. Finally, this morning they rolled out a blog search engine capability. Not surprisingly, it’s labeled “beta.”According to a Google, “The goal of Blog Search is to include every blog that publishes a site feed (either RSS or Atom).” It looks for sites that update pinging services and crawls in real-time.
Disintegrated Marketing...
After more than a decade experience with the commercial web, you’d think major marketers would consider the web more than an afterthought. However, evidence reveals many consumer marketers still can’t distinguish between a website, an ad or a brochure. While retailers like Wal-Mart, Lowes, Nordstrom and Circuit City get it, there are others that still seem confused. When clothing retailer Gap
Burger King Goes Tasteless
Shock value is the refuge of the talentless when it comes to advertising and viral marketing. Burger King has decided to one-up Carl Jr.'s Paris Hilton raunch, by creating a series of over-the-top raunchy commercials and a website to promote a fictitious band called Coq Roq -- filled with bad double entendres. And while Carl Jr. is a small brand that can thrive by staying in the niches, Burger
Search Engine Marketing Secrets Revealed, Email Marketing Secrets, Direct Marketing Secrets...Apparently Marketers are Lousy at Keeping Secrets
A quick perusal through my email inbox reveals dozens of messages from companies touting for pay articles, books, seminars and papers on every topic known to marketing all claiming to possess "secrets."I checked a few out recently and was amazed to learn that things I've considered fairly common knowledge among those experienced with online marketing are actually secrets! Things like Google
"Those Who Ignore History are Destined to Repeat It" Applies to Marketing Too
One of the great lessons of the dot com era was that you can’t buy your way into a successful brand with mere dollars and awareness. After all, awareness doesn’t equal preference or sales. Those who attempted to “build their brand at breakneck speed” only ended up breaking their brand’s neck. Great brands are not built from ad dollars, although there are always marketing and advertising
RSS integration by RSSinclude

Marketing Today
Recommendations

Academia
"Recommended
."
- Harvard Business School (Working Knowledge)
- Northwestern University, Medill School

Noted Marketing Pros

"I love the site!"
Seth Godin, author, Permission Marketing

Chosen
As one of the "best business links on the web."
-
Business 2.0 Magazine's Web Guide

"Websites worth watching."
- Folio Magazine

Most importantly, our readers


Marketing Today (tm) - The Online Guide to Marketing in the Information Age
Copyright 1997 - 2007, Peter DeLegge Consulting/Marketing Today. All rights reserved. Marketing Today and MarketingToday.com are trademarks owned by Peter DeLegge. "Welcome to the Marketing Evolution," copyright 1998, Peter DeLegge.