CReATION: Banner ads target broad-reach sites

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