The online travel industry seems to have overcome its post-September 11 traumas and third quarter figures from Nielsen//NetRatings show that ad impressions were up by 39% year on year.
The travel sector now accounts for almost 16 million impressions, equivalent to 6% of all internet advertising. Agency booking services comprise no less than 70% of these impressions.
“Despite the economic difficulty that faced the travel industry in the past year, online travel advertising continues to maintain significant share,” said Charles Buchwalter, vice-president of client analytics at Nielsen//NetRatings. “By cutting out the middleman, travel websites have been able to pass on savings to consumers through increased use of online advertising to promote special sales.”
Retail goods and services is the largest industry advertising online with 30% of all ad impressions. Financial services rank second with 19% while the web media industry has a 14% share.
| Online Advertising Industries Q3 2002 |
| |
|
|
| Industry |
Ad Impressions (000s) |
Share (%) |
| Retail Goods & Services |
82,426,685 |
30 |
| Financial Services |
51,350,643 |
19 |
| Web Media |
37,641,973 |
14 |
| Travel |
15,943,300 |
6 |
| Hardware & Electronics |
14,926,458 |
5 |
| Telecommunications |
13,589,237 |
5 |
| Consumer Goods |
12,650,314 |
5 |
| Entertainment |
11,014,164 |
4 |
| Health |
7,664,607 |
3 |
| Public Services |
7,619,410 |
3 |
| Business to Business |
6,975,253 |
3 |
| Software |
6,307,332 |
2 |
| Automotive |
4,338,187 |
2 |
| Source: Nielsen//NetRatings, November 2002 |
