Not surprisingly, new media companies are the top advertisers on the Internet, comprising 37% of French online ad spend during the first semester of 2000.
The retail distribution sector, and particularly dot-com firms in the e-commerce domain, held down the No. 2 spot, with 18% of online ad spend, followed by banking (8%), tourism (5%) and computer/information technology (4%).
The IAB survey shows the techniques used in the French Internet advertising sector to be relatively underdeveloped when compared with that in the U.S. Banner ads continue to comprise nearly 80% of all online campaigns in France, versus just over half in the U.S. Similarly, the use of sponsoring and viral marketing, or e-mail campaigns is far less developed in France than in the U.S., the IAB says.
Total pages viewed remains the most frequently used pricing structure in France, with more than 90% of all campaigns sold on a volume basis, while mixed pricing structures that combine volume with performance, such as click-through rates, are only used in less than 10% of all campaigns, IAB says.
Copyright October 2000, Crain Communications Inc.