OFFLINE FIRMS MAKE UP MORE THAN HALF OF ONLINE ADVERTISERS

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(May 2, 2001) -- New findings from Nielsen/NetRatings' AdSpectrum service show that traditional offline companies comprise more than half of all online advertising, ahead of other categories including digital economy companies such as Yahoo! and AOL Time Warner and high-tech companies including Microsoft and Sony. Of the top 100 online advertisers, these companies rated higher in number of impressions.

The research by AdSpectrum, which combines banner-tracking technology with ad spending and customer demographics, also showed that advertising companies in the high-tech area have shown the most-effective branding, using a low-exposure, high-reach strategy to gain higher click-through rates. In addition, advertisers spent $280 million on Web campaigns in March. -- Adrienne Mand

Copyright May 2001, Crain Communications Inc.

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