Year-to-date, the five most active brands in terms of the number and size of interactive "ads" are General Motor Corp.'s Saturn, Microsoft Corp., Netscape Communications Corp., IBM Corp. and American Honda Motor Co.
The profile of advertising categories during the first six months of tracking showed that the business/financial category accounted for 71% of interactive marketing and that transportation/agriculture advertising accounted for 14%.
Stats for April 1996 show new trends in marketer activity. Business/financial marketing only accounted for 59.4% of online magazine advertising. Meanwhile, transportation/agriculture advertising represented 21.9% of April's electronic magazine ads. Another growth category: general/retail, with 14.5% of the market.
Copyright June 1996 Crain Communications Inc.