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Vicky Nolan

The IGN Data Hub - Aug 30, 2000

30 August 2000

Short Lives for Banner Ads

Most banner ads have short lives, lasting three weeks or less, reports Media Metrix's AdRelevance. Since most advertisers run large online campaigns, nearly all advertisers earn less than 0.01 percent share of all online advertising impressions. Additionally, AdRelevance found that even though most banner ads run three or fewer weeks, the average banner runs for five and a half weeks. The consumer goods industry, for example, embraces the most targeted ad approaches, with only 40 percent of online impression appearing on broad search sites like portals, search engines and community destinations. The average campaign during second quarter 2000 had more than 7,2560,000 impressions. Yet more than half of advertising campaigns actually received less than 44,000 impressions, which would only garner a tiny 0.0003 percent share of voice on a major portal like Yahoo!

"While most advertisers are running relatively short campaigns, shorter campaigns are not necessarily better campaigns," said a spokesman. "Although shorter campaigns may concentrate banner impressions, thereby increasing the share of voice and share of market for an advertiser, only longer campaigns can bring about a change in consumer attitudes and behavior.

Nice, But Needs Improvement

While many Internet users enjoy their online experience, it seems there's room for improvement. Connectivity on the Web, a new report from Unilever E-Consumer Report, conducted by Cyber Dialogue, shows what people like and don't like about the Web. The Web receives the highest performance marks as a connectivity tool in two functional areas: connecting with others and lifestyle impact. It gets its lowest marks for convenience, overall functionality, and entertainment. Additionally, consumers found the Web useful for its content, information gathering, assuring security and privacy, and for online shopping. On the down side, top complaints included "too slow," "unsolicited email" and "the system crashing and freezing" too often, among others.

U.K. Cybercrime to Increase

Britons are unlikely to see much relief from crime in either the real or virtual worlds. E-Commerce Times reports that a new study from the Association of British Insurers (ABI) foresees an increase of cybercrime over the next 20 years. Unfortunately, there's no indication that traditional crimes aren't likely to decrease, in large part due to the technological expansion. As more and more consumers buy the latest technological gizmo for home, there's an increasing attraction among thieves for those same items. Adding to the mix are tools that make it easier to copy sensitive documents, along with criminals finding ever new ways to hack, crack and infiltrate email, websites and computers.

Aussies and Their Computers

According to Australian Bureau of Statistics, more than half of all Australian homes have a computer. Additionally, the figures show that 51 percent of regional homes now have a computer, a 21 percent increase in just three months. The figures also show that a third of homes now have Internet access, an increase of 350,000 homes between February and May this year.

Americans Get Hooked Too

New studies show that more than half of all American homes are connected to the Internet. These figures were confirmed by various studies, reports a News Edge article, such as Media Metrix, which reported a 51 percent connection rate. Comparable numbers were reported by Nielsen/NetRatings showing 52 percent of U.S. households are online. The growth is attributed to low prices for Internet connection, as well as the necessary hardware, allowing the U.S. to become the most connected nation in the world.

Germans, the Internet and B2C

German Internet usage continues to grow at a steady pace, with about 18 million Germans online. Additionally, reports GfK, among Germans aged 14 to 69; nearly one-third go online at least occasionally. Most Internet users, however, tend to be highly paid, well-educated professionals. With more users online, the B2C e-commerce industry has exploded during the past six months. Nearly 9 million Germans has purchased one item or service online in the past year, totaling DEM1 billion (US$462 million.)

The IGN Data Hub - Aug 30, 2000 is republished from
Vicky Nolan
Vicky Nolan