Internet users see the average online banner ad run for four weeks
with heavier advertising earlier in the month and more than 60 per cent
of all impressions in the first two weeks, according to a report by
AdRelevance.
The study found consumer goods deployed the most targeted advertising
and advertised 40 per cent of their impressions on portals, search
engines and community sites.
In stark contrast were the Web media, financial services and travel
advertisers, which used the least amount of targeted advertising.
Automotive marketers were found to have scheduled their adverts to run
for an average of almost eight weeks, nearly twice as long as the
average duration for a hardware and electronics advert, which lasted
just over four weeks.
Large campaigns on the 'Net were few and far between. Most advertisers
had less than a 0.01 per cent share of advertising impressions. This
basically translated to approximately 88 per cent of advertising lining
up campaigns featuring less than nine million impressions in the second
quarter of this year.
However, the few large advertising campaigns meant the average campaign
weighed in at more than seven million impressions, while more than half
of all advertisers in the second quarter scheduled less than 44,000
impressions.
