MEDIA-I: Region records highest banner clicks

Online advertisers targetting markets in Asia-Pacific can look to South Korea and Hong Kong for some encouraging news, according to the Nielsen//NetRatings Global Internet Index, which found surfers in the two markets had the highest click rates for banner ads. The news comes as debates over the effectiveness of online advertising continue and advertisers opt for braver, larger ad sizes to attract shrinking ad dollars. According to ACNielsen eRatings.com Hong Kong managing director, Hugh Bloch, South Koreans, along with other surfers in Hong Kong, "had the highest click rate for ad banners, meaning that banners are still a relatively effective way to catch these consumers' attention as they breeze through web pages". "Asia-Pacific countries are showing the most dynamic internet usage patterns in the world in terms of high levels of usage, click rates on ad banners and duration visits," added Bloch. Still the most active internet users in the world, South Koreans led the region in terms of page views for March, but barely paused on each page. "Interestingly, the average click rate for top banners increased globally in March, a worthwhile footnote to the recent debate over the effectiveness of online advertising." A three-day internet cable cut in Taiwan during March caused a decline in the time spent online, number of sessions and number of page views for the month. However, the report added that Taiwan still ranked highly. A/P COMPARED TO US AND GLOBAL AVERAGE Rank Country Number of Average (Number of Page Views Click Rate Page Views Per Surfing for Top Per Month) Session Banners 1 South Korea 92 0.62 2 Hong Kong 63 0.69 4 Japan* 52 0.37 Global Average 43 0.41 6 Singapore 55 0.24 7 US 35 0.36 9 Taiwan 55 0.50 16 Australia 39 0.27 20 New Zealand 30 0.23 * Japan data from February 2001 Source: Nielsen//NetRatings

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