Aria Credit Card Banner Scores Best CTR

The most clicked-upon ad banner for the week ending July 25 was Providian
Financial’s Aria credit card ad, which had a 9.9 percent CTR, according to
measurement firm Nielsen//NetRatings.

Home improvement network ImproveNet moved up from No. 40 to No. 14 on the
list of top advertisers for the week. It captured the top three spots on the
Top 10 Ad Banners list.

Top advertisers, for the week, ranked by banner impressions including house
ads, were:

Advertiser Impressions in millions Reach %
1. Microsoft 124 25.7
2. Amazon 70.5 23.2
3. Next Card 35 17.3
4. TRUSTe 34.9 11.5
5. LinkExchange 32.6 4.6
6. E*TRADE 32.2 4.6
7. CDNOW 31.2 13.2
8. Ameritrade 27.4 3.6
9. Ad Council 26.9 8.7
10. Discover Brokerage 26.5 3.6

Top Banners, ranked according to reach percent, not counting house ads, were:

  1. ImproveNet — Air Conditioning on the fritz? We can
    help. ImproveNet. Click here.

  2. ImproveNet — Use our free matching service to find
    a contractor.

  3. ImproveNet — Find me a contractor who specializes
    in: Kitchen, Bathroom, Roofing, Air Conditioning, Other

  4. Bonzi Software — Speed Up Internet Connection
  5. Ad Council — If You’re Not Recycling, You’re
    Throwing It All Away!

  6. Network Solutions — Picture this. Get
    personalized e-mail when you reserve a Web address.

  7. — Watch today’s hottest MUSIC VIDEOS! LAUNCH.COM
  8. — GET A PRICE
  9. CapitalOne — Visa Platinum; Credit Limit, Fixed
    APR, Apply Online,

  10. — BUY IT; SELL IT

Banners may be viewed here. Average CTR
for top banners was 0.44 percent, Nielsen//NetRatings said.

Rankings are based on audience measurement of people who have access to the
Internet from home. The Nielsen//NetRatings audience information service
data from approximately 15,000 panelists as they surf the Web.

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