Internet advertising measurement and intelligent ad tracking firm AdRelevance Inc. launched a free
monthly program called AdRelevance Intelligence Reports.
The reports “take advantage of current data collected by the company and
provide insight into the rapidly changing landscape of online advertising,”
the company said.
The inaugural report, entitled “Web Advertising Goes Mainstream,” examines
recent online advertising activity among top brands including Amazon.com,
eBay, MSN and VISA, offering a detailed look at activity by industry,
company, impressions and creative.
The report, which is designed for customers, news media and industry
watchers, is available on the AdRelevance Web site.
The report reveals that 61 of Advertising Age’s
Within the Web media industry, major portals including Netscape, Yahoo! and
MSN represented 44 percent of advertising impressions, with 80 percent of
their respective banner impressions occurring on their own properties.
Amazon.com and eBay dominated retail with 120 million impressions each,
though it appears that Amazon.com paid twice as much on media buys for its
banner campaigns, the report said.
VISA accounted for the lion’s share of financial service ads online with more
than 270 million banner impressions valued at nearly $6.5 million.
“Our current report dispels the latest buzz that many top companies are
resisting the Internet as a viable advertising medium,” said AdRelevance
President and CEO Will Hodgman.
The AdRelevance Service tracks where, when, how and how much Web marketers
and their competitors are advertising online. The company tracks competitive
online advertising data for nine industries including automotive, consumer
goods, financial services, hardware and electronics, retail, software,
telecommunications, travel and Web media.
