Nielsen//NetRatings: Display ads increase 12% in January

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New York—Online marketers ran more than 138 billion display ads last month, a 12% increase from December, according to Nielsen//NetRatings AdRelevance.

Financial services advertisers accounted for the most impressions (22%) in January, up slightly from 21% in January 2005. Telecoms purchased 19% of all online ads, more than double the 8% recorded in 2005. Retail goods and services marketers accounted for 16% of the impressions, compared with 15% a year earlier.

E-mail sites continue to be the favored destination for marketers, garnering 35% of impressions in January, up from 20% in January 2005. The bulk of those ads were on Yahoo! and MSN. Yahoo Mail garnered 22% of all impressions while MSN Hotmail drew 10%.

General community sites accounted for 13% of impressions, up from 6% a year earlier. Portals and search engines accounted for 12% of impressions, down from 16% during the same period in 2005.

—Matthew Schwartz

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