Internet ads skyrocket in France

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PARIS - Banner advertising on French-language Internet sites has sky-rocketed in the past 18 months, with the number of advertisers up more than tenfold since Jan. 1999, according to a new survey from media monitoring agency Secodip.

Secodip's AdNetTrack service, which monitors advertising on more than 200 of France's most popular Web sites, registered 1,277 individual advertisers and more than 6,700 different banner ads during May 2000.

In Jan. 1999, when Secodip launched AdNetTrack, the service reported just 101 advertisers and 306 ads, according to the survey.

In total, nearly 2,300 companies have taken the plunge into French banner advertising since Secodip began its AdNetTrack service 18 months ago.

Telecom giant France Telecom is the top advertiser in the Secodip survey, placing 1,020 banner ads during the Jan. 2000-May 2000 period. Discount music retailer Scopus holds down the second spot in the AdNetTrack survey, with 882 banners reported, followed by e-tailer Marcopoly--recently acquired by France Telecom--with 742 banners, ISP and e-commerce operator Liberty Surf Group, with 716 banners and online auctioneer iBazar Group, with 691 banners.

Microsoft Corp., online auctioneer Aucland, Hewlett-Packard Co., Bertelsmann-owned Books on Line and e-tailer TopAchat hold down the next five positions in the Secodip survey.

Five sites--TopAchat, Microsoft's MSN, Bertelsmann's BOL, community site Multimania and online auctioneer QXL--have used more than 300 different banner ads, according to Secodip.

Banners for music specialist CDiscount, e-tailer Rue du Commerce, wineseller Wine & Co. and the Adobe Acrobat software package have recorded the highest number of appearances over AdNetrack's 18-month history, according to Secodip.

France Telecom's commanding position pushed the telecommunications sector to the top spot of the sector breakdown, with 35% of all banner ads, according to Secodip.

Retail distribution holds down the No. 2 post, with 14% of all banners, followed by the services sector (13%), computers and technology (11%), and media sites (8%).

Copyright August 2000, Crain Communications Inc.

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