NEW YORK, November 8, 2000 - AdRelevance, a Jupiter Media Metrix company (NASDAQ: JMXI) and innovator in next-generation Internet advertising measurement technology, today announced that the majority of all online advertising ads and impressions are geared toward branding. This latest AdRelevance online advertising research marks the debut of AdStrategy - a new AdRelevance measurement feature that empowers advertisers with competitors' online messaging strategies and intentions.
Key findings include:
- Branding ads (positioning, awareness and feature/benefit) account for 63 percent of all online ad units and 54 percent of all impressions.
- Within the branding category, ads generating awareness garner the most impressions (33 percent of all impressions), followed by ads positioning the brand (20 percent) and ads promoting a feature or benefit of a brand (one percent).
- Among direct marketing ads, those driving traffic (28 percent of all impressions) are more prevalent than ads driving sales (17 percent).
- Industries leading the branding charge are: entertainment (73 percent of industry impressions devoted to branding), hardware and electronics (83 percent), retail (64 percent), web media (63 percent), automotive (56 percent) and travel (54 percent). On the other hand, industries focused more on direct marketing include telecom (72 percent of industry impressions devoted to direct marketing), financial services (60 percent), consumer goods (61 percent) and business-to-business (54 percent).
"Online advertising is no longer just about click-through. Although industry and financial analysts have relied on click-through rates to gauge the effectiveness of online ad campaigns, the market has finally realized that click-through is not an appropriate metric for brand-oriented ads," said Charlie Buchwalter, vice president of media research for AdRelevance. "Leading advertisers have already drifted away from the click-through mentality of pure direct response marketing, as AdRelevance data show that a full 63 percent of ads are brand-oriented. As streaming and rich media come more into play, the Internet will increasingly function more like a traditional branding medium - making advertising on the web more appealing to all, especially traditional companies who have mastered offline brand management strategies."
| Table A: |
Distribution of Impressions and Banner Creatives |
| Source: AdRelevance, a Jupiter Media Metrix company |
| Intent |
Impressions |
Banner Creatives |
| Branding |
| Awareness |
33% |
40% |
| Feature & Benefit |
1% |
2% |
| Positioning |
20% |
21% |
| |
| Direct Marketing |
| Drive Sales |
17% |
10% |
| Drive Traffic |
28% |
27% |
| Table B: |
Distribution of Impressions by Industry |
| Source: AdRelevance, a Jupiter Media Metrix company |
| Industry |
Awareness |
Feature & Benefit |
Positioning |
Drive Sales |
Drive Traffic |
| Automotive |
13% |
9% |
34% |
11% |
33% |
| Business-to-Business |
32% |
3% |
11% |
6% |
48% |
| Consumer Goods |
20% |
3% |
17% |
10% |
51% |
| Entertainment |
46% |
0% |
27% |
8% |
19% |
| Financial Services |
26% |
1% |
14% |
51% |
9% |
| Hardware & Electronics |
19% |
1% |
64% |
13% |
4% |
| Retail |
38% |
0% |
26% |
18% |
18% |
| Software |
10% |
0% |
40% |
2% |
48% |
| Telecommunications |
14% |
1% |
12% |
12% |
60% |
| Travel |
38% |
2% |
14% |
29% |
17% |
| Web Media |
43% |
2% |
17% |
2% |
35% |
With AdRelevance AdStrategy, media buyers and sellers can search for a particular advertiser, see what the intentions of their ads are and know which sites they choose to advertise on. All ads in the AdRelevance database are now classified into one of five potential "intention" categories: positioning, awareness, feature/benefit, drive traffic or drive sales (see below for complete definitions). AdStrategy will be available beginning November 16, 2000 at no additional cost to AdRelevance clients.
"AdRelevance AdStrategy is the answer for companies looking to use the web as a branding tool. AdStrategy takes the unique AdRelevance ad classification hierarchy to a whole new level - allowing clients to gain an even deeper insight into their competitors' campaigns," said Marty Levin, executive vice president of sales and marketing for AdRelevance. "AdRelevance AdStrategy is the only measurement feature on the market that offers companies a holistic understanding of what online advertisers' intentions are at no extra cost."
For more information on AdStrategy and AdRelevance 2.0 - the brand new second-generation online ad measurement service from AdRelevance - and a free demo or trial, please visit www.adrelevance.com or call 1-888-649-6540.
| Definitions |
| Impressions: |
The number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad. |
| Branding Advertising: |
Advertising that focuses primarily on increasing the profile of a brand. |
| Awareness Advertising: |
Advertising used to increase awareness of a brand. This is accomplished by communicating brand name and not much else. |
| Positioning Advertising: |
Advertising used to reposition a brand or affect consumer opinions of a brand. Accomplished primarily by communicating image attributes about the brand, often with the goal of triggering the emotional rather than rational side of the consumer. |
| Feature and Benefit Advertising: |
Ads that work to educate consumers and communicate and strengthen associations with features and the brand. Often focuses on the tangible. |
| Direct Marketing Advertising: |
Advertising designed to work in the short term. Focuses on communications that are meant to drive sales or site traffic in the short term. |
| Drive Sales Advertising: |
Advertising that focuses on presenting opportunities for the viewer to make a purchase decision immediately. |
| Drive Traffic: |
Advertising that focuses on driving traffic. Usually employs giveaways and teasers to entice the viewer to click on a banner and visit a site. No opportunity for sale is presented in the ad. |
Editors Note: Unless otherwise noted, please source all data as the following: AdRelevance, a Jupiter Media Metrix company
About AdRelevance, a Jupiter Media Metrix company
AdRelevance, a Jupiter Media Metrix company, is an innovator in Internet advertising measurement and ad tracking technology. The company's advanced intelligent agent technology systematically and continuously scours the commercial Web universe, collecting online advertisements from more than half a million URLs. With data on hundreds of thousands of unique ads, representing more than 15,000 advertisers, the innovative AdRelevance service provides advertisers, agencies, media companies, marketers and financial analysts with critical information that tells them where, when and how competitors and potential clients are advertising on the Internet. Visit us at www.adrelevance.com for more information.
About Jupiter Media Metrix
Jupiter Media Metrix, formed by the merger of Jupiter Communications and Media Metrix, is a global leader in market intelligence for the new economy. The Company delivers innovative and comprehensive Internet measurement, analysis, intelligence and events to provide businesses with unmatched global resources for understanding and profiting from the Internet. Jupiter Media Metrix brings together world-class, innovative and market-leading products, services, research methodologies and people. Jupiter Media Metrix brands include Media Metrix, AdRelevance, Jupiter Research and Jupiter Events. The Company is headquartered in New York City and operates worldwide, across the Americas, Asia Pacific, Europe (as Jupiter MMXI Europe), and the Middle East. Visit us at www.jmm.com for more information.
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