Recent reports point to a bright outlook for internet advertising as spending on online ads increases. Nielsen//Netratings reported recently that in June 2001, the top advertisers in the US spent $143 million on online campaigns with financial services companies dominating this group.
“The financial ads are an example of the current trend in the world of online advertising – the merger of branding and direct marketing,” said Allen Weiner, vice president and principal analyst at NetRatings. “Financial services ads marketing brand names such as Visa, MasterCard and Shell are used for branding, while direct offers are created through the simple click of a banner. The financial services push is reflective of economic times. With the economy slowing down, financial services companies are doing everything they can to stimulate consumer spending,”.
| Advertiser |
Total US online spend June 2001 |
| Providian Bank Corp |
$20,080 |
| JP Morgan Chase & Co |
$16,949 |
| Sony Corp |
$15,561 |
| Capital One |
$14,656 |
| AOL Time Warner Inc |
$14,141 |
| Classmates Online |
$13,708 |
| Berlelsmann AG |
$13,705 |
| Orbitz Llc |
$12,001 |
| Neway Inc |
$11,725 |
| Amazon.com |
$10,551 |
| Total |
$143,075 |
Source: Nielsen//NetRatings
In Germany too AC Nielsen reports that online advertising is up, this year spending is set to reach e105 million. Services is the top sector advertising online with 14% of the entire ad spending market closely followed by Media with a 13% share then Trade & Mail Order with 9.8%.
