Ford Motor Co.'s online ad with information about the Bridge-stone/Firestone tire recall rocketed to the No. 1 banner ad the week of Sept. 18, Jupiter Media Metrix's AdRelevance reports Oct. 12. Ford's banner ad, which was on more than 200 Web sites and portals, got more than 50 million impressions during that week. J. Walter Thompson USA, Detroit, created the ad. Ford spent roughly $3.5 million for the online tire recall effort, or 44% of all online auto ad spending the week of Sept. 18, the measurement company says. The banner ad got more than 120 million impressions in the past month.
Copyright October 2000, Crain Communications Inc.