CONNECTICUT – Nielsen//NetRatings, an Internet audience measurement service, today released the first-ever rankings of the top ad banners in Australia, Canada, Ireland, Japan, New Zealand, Singapore, the United Kingdom and the United States. The results showed a strong advertising presence by global web properties, and a correlation between advertising by global properties and the top-ranked property in each country.
Nielsen//NetRatings is a service provided by ACNielsen eRatings.com (a venture between ACNielsen Corp., NYSE: ART and NetRatings, Inc., Nasdaq: NTRT), Nielsen Media Research and NetRatings, Inc.
The findings are from Nielsen//NetRatings’ unique BannerTrackSM service, which reports on top banner ads by impression, domain, and company. Findings for the month of June cover eight major Internet markets worldwide, and reveal heavy ad buys by major Internet companies in most overseas markets. Global properties Yahoo! and MSN ran heavy ad schedules – primarily on their own properties – in Canada, Japan, New Zealand, Singapore and the UK (see Table 1). At the same time, those properties ranked first or second in terms of unique audience in each market for the month of June.
“MSN and Yahoo! have dominated the Nielsen//NetRatings global properties rankings. While their success in drawing large local audiences is tied to their careful attention to local content, we cannot discount their heavy advertising, which focuses on such value-added services as instant messaging, sports, travel and shopping pages,” said David Day, director of analytical services, ACNielsen eRatings.com. “Their heavy ad banner schedules also show a greater faith in the effectiveness of the Internet as an advertising medium. More traditional brick and mortar companies, who are barely visible in the banner rankings, appear to still be reluctant to target consumers online.”
Table 1: Top Five Ad Banners Viewed At-Home, June 2000
Top advertisers, ranked according to reach percentage, are based on data from BannerTrackSM Nielsen//NetRatings’ syndicated advertising research report. Percentage reach is defined as the number of unique web users that viewed a web banner at least once in the month of June, expressed as a percentage of the total web population of the country.
AUSTRALIA, June 2000
|Carpoint.com.au||14.50||Auto reviews. Auto quotes. Auto everything. Carpoint.com.au|
|Carpoint.com.au||14.50||Thousands of cars with just a few clicks. Carpoint.com.au|
|Carpoint.com.au||14.50||Click and drag. Carpoint.com.au|
|HealthAllies.com||11.40||Need help understanding your medical bill? Click here for more information. HealthAllies.com – Reducing Medical Costs|
|Shopnow.com||11.36||Flowers and gifts galore – at your fingertips. 48,000 stores – 1 site. Shopnow.com|
CANADA, June 2000
|MSN Messenger Service||21.24||Instant Excuses. MSN Messenger Service – free instant messaging|
|MSN Messenger Service||21.02||Instant Alarm. MSN Messenger Service – free instant messaging|
|MSN Messenger Service||20.92||Instant Plans. MSN Messenger Service – free instant messaging|
|MSN Hotmail||14.07||Overloaded with junk mail? Activate your inbox protector today! Click here – MSN Hotmail|
|Aria||13.23||Instant Approval, Instant Savings – Apply Now – 0% Intro APR|
IRELAND, June 2000
|Web Ireland||24.12||Web Ireland National Internet Business Awards – Entries Now Open|
|ElectricNews.net||15.41||Get Irish Technology News Straight to your Inbox– enn – ElectricNews.net|
|Microsoft Windows Technologies||14.31||Microsoft Windows Technologies – Internet Explorer|
|Paddypower.com||13.54||Paddypower.com Online Betting|
|Paddypower.com||12.53||Paddypower.com Online Betting|
JAPAN, June 2000
|Yahoo! Japan||18.05||Join! Yahoo! Japan Geocities|
|Yahoo! Japan||17.65||Have your own home page with Yahoo! Geocities|
|Yahoo! Japan||17.03||Free home page, free e-mail|
|Yahoo! Japan||16.87||It’s easy!|
|Inter Q||14.68||Domain registration service – would you like to try searching your name?|
NEW ZEALAND, June 2000
|MSN New Zealand||16.37||The Web on one page -- MSN New Zealand|
|Microsoft Windows Technologies||13.69||Microsoft Windows Technologies Internet Explorer|
|MSN New Zealand||10.50||The Best Way to the Internet – MSN New Zealand|
|Bonzi Software||9.83||Your Internet Connection is not Optimized. Download InternetBOOST ’99 Now!|
|MSN Hotmail||9.02||Overloaded with junk mail? Activate your inbox protector today! MSN Hotmail|
SINGAPORE, June 2000
|Yahoo! Singapore Finance||18.51||Yahoo! Singapore Finance|
|Yahoo! Messenger||13.51||Know when your friends are online! Download Yahoo! Messenger for instant messages.|
|MSN||13.11||MSN – the everyday Web – prices and updates all day long – visit our money channel|
|MSN Hotmail||12.08||Overloaded with junk mail? Activate your inbox protector today! MSN Hotmail|
|Yahoo! Messenger||11.96||Yahoo! Messenger gives you instant messages|
UNITED KINGDOM, June 2000
|Microsoft Windows Technologies||13.12||Microsoft Windows Technologies Internet Explorer|
|MSN Football Channel||8.15||From terrace to dugout – we’ve got it all. The Football Channel|
|MSN Travel Channel||7.83||Planning a trip? Travel Channel|
MSN Personal Finance Channel
|7.46||Calculate, compare, invest, spend. Personal Finance Channel|
|MSN Shopping Channel||7.36||The mall is dead. Shopping Channel|
UNITED STATES, June 2000
|Bonzi Software||13.45||Your Internet Connection is not Optimized. Download InternetBOOST ’99 Now!|
|Aria||13.42||Instant Approval. Instant Savings. Apply now – 0% Intro APR|
|Network Solutions||11.68||Want a Web Address? Type it here!|
Yahoo! Stock Market Toolbar
|11.00||Get the Yahoo! stock market toolbar – click here!|
|Yahoo! Companion||10.75||Add Yahoo! to your browser. Click here to get Yahoo! companion|
*Impressions reported include house ads, which are ads that run on an advertiser’s own web property.
Source: Nielsen//NetRatings, June 2000
Day pointed to the heavy advertising by MSN in Canada – with each ad reaching an impressive 20% or more of the web population – as evidence of the strong correlation between advertising and top-property status. MSN was the top property in Canada for June, reaching 53% of the active Internet universe and a unique audience of 4,278,000. Within the MSN property, the messenger service, which the property heavily advertised in June, ranked as the 27th most visited page.
“In Canada, MSN is growing beyond its strong position in free email services, using advertising to boost traffic to the messenger service, positioning that capability as an opportunity for growth,” Day said. “The messenger service for Canada drew nearly 60% of its traffic from females, and a majority in the 25-34 year old age range. The demographics of the visitors to the messenger service’s top-rated banner ad in Canada were also majority female, but with a slimmer, 53% margin, and with the majority in the much younger 12-17 year old age range.”
Day also noted that the opposite seemed true in Australia, where dot-com advertising appeared to sweep the month. However, a closer look at Carpoint.com.au, the ad banner that won the first three spots in that country in terms of percentage reach, but was the 326th most visited site in Australia for June, reveals that the site is a member of the ninemsn family. ninemsn is an online joint venture between the Microsoft Corporation and Publishing and Broadcasting Limited (PBL).
“Despite initial appearances in Australia, the same trend of heavy advertising by global properties holds true there for June,” Day said. “Carpoint.com.au is a site that provides one-stop research and shopping for cars. A look at their media schedule reveals that the banner ran exclusively on MSN properties throughout the month. It’s also interesting to note the heavy emphasis on e-Commerce advertising in Australia, which may indicate a push on the part of advertisers to influence a large market where e-Commerce is surprisingly underdeveloped.”
Nielsen//NetRatings also measures the average click rate for ad banners by country. Day pointed to the June results, which cited New Zealand and Ireland surfers as having the highest average click rate for ad banners, versus Canada with the lowest click rate (see Table 2).
“The results are interesting given the recent concern in the US over the perceived ineffectiveness of banner advertising,” he said. “US consumers actually click on ad banners with greater frequency than consumers in the UK, Australia, Singapore and Canada. Since the US has the most mature Internet audience in the world right now, these results underscore the effectiveness of banner ads by demonstrating that even consumers who have had a high amount of exposure to Internet advertising continue to interact with the banners.”.
Table 2. Average Click Rate for Home Surfers
Click rate indicates the frequency with which the average Internet user clicked on ad banners.
Nielsen//NetRatings’ unique BannerTrackSM service provides advertisers and media planners with detailed, accurate and reliable information for use in competitive research, post-buy and creative analysis. Reports include top banner ads by impression, domain, and company. The actual banner image is included, as well as percentage reach. Special drill-down features allow clients to instantly view audience demographics for a specific banner or campaign; rank banners by unique audience, impressions and click rate; see sites where the ad ran, and view top advertisers