CReATION: Banner ads target broad-reach sites

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.

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