A majority of online ads and impressions focus on branding, according to a AdStrategy, a new service by Jupiter Media Metrix's research unit, AdRelevance. According to the AdStrategy survey, branding ads (ads that position, drive awareness or tout specific benefits) account for 63% of all online ad units and 54% of all online impressions. The hardware and electronics industry runs the most branding ads, accounting for 83% of all ads falling into that category. Seventy-three percent of ads in the entertainment industry are brand-oriented; retail, 64%; Web media, 63%; automotive, 56%; and travel, 54%.
Copyright November 2000, Crain Communications Inc.