Study: Advertisers hold back on major online buys

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Most online ad banners run about three weeks, according to a report being released today by AdRelevance, a division of Media Metrix. Few advertisers run large online campaigns, and most advertisers have less than a 0.01% share of all online ad impressions, the report found.

Among other findings: Automotive ads run the longest, an average of 7.8 weeks; consumer-goods ads mostly run on targeted, as opposed to broad-reach, sites; and financial, media and travel services ads run primarily on broad-reach sites.

Copyright August 2000, Crain Communications Inc.

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