The number of new traditional businesses advertising online is growing faster than new dot-com advertisers.
According to a new survey by AdRelevance, the number more than doubled since January - growing by 157% over the past 10 months. The latest findings are released in conjunction with the launch of the AdRelevance Hot 100 online advertising measurement tool.
Top-line findings on traditional and dot-com advertisers coming online for the first time between January and October 2000, include:
• The number of new companies advertising online is growing at an average rate of 14% per month.
• 24% (949 companies) of all advertisers in January (3,963) were new to the web. While traditional advertisers accounted for approximately 41% of the top 100 new online advertisers in January, they make up close to 50% in October - with dot-com companies rounding out the other half.
• More than 1,000 companies a month have advertised online for the first time since March. Third quarter of this year saw 5,489 new advertisers coming online - far surpassing first quarter (2,935) and second quarter (3,879).
• Planet Project was the top new online advertiser for October, running a campaign with 110,000,000 impressions. Other top new advertisers for the month - a mixture of traditional and dot-com businesses - include: Major League Soccer (30,000,000); Norelco (16,000,000); Saks Fifth Avenue (11,000,000); 1800LUGGAGE.com (9,200,000); mailsweeps.com (6,800,000); and education.com (7,500,000).
“The latest data clearly illustrate that new advertisers are coming online on a regular basis,” said Charlie Buchwalter, vice president of media research for AdRelevance. “Despite a financially slower third quarter, it’s interesting to note that far more advertisers came online for the first time in August than in any month prior to it this year.
“Even more compelling is the fact that new traditional advertisers are growing at a faster rate than new dot-com advertisers. Fifty percent of the Hot 100 advertisers in October were traditional companies - in January they only made up 41%.”
Top 20 New Online Advertisers (October 2000)
1 Planet Project (110,000,000 impressions)
2 Major League Soccer (30,000,000)
3 Norelco (16,000,000)
4 Teloquent Communications (11,000,000)
5 Saks Fifth Avenue (11,000,000)
6 Sam’s Club (11,000,000)
7 Franco’s Café Italiano (10,000,000)
8 King Island Casino (9,500,000)
9 1800Luggage.com (9,200,000)
10 Blackjack Ballroom (7,800,000)
11 The New Republic (7,700,000)
12 Education.com (7,500,000)
13 Cingular Wireless (7,200,000)
14 Official Gundam Wing Page (7,200,000)
15 Mailsweeps.com (6,800,000)
16 iSolve (5,500,000)
17 BigFix (5,400,000)
18 Inves Trade (5,300,000)
19 Veritas (5,300,000)
20 Thane International (5,200,000)
The AdRelevance Hot 100 offers buyers and sellers of online media instant access to the 100 advertisers who are either new to the web or who have not had a significant online advertising presence for over six months. The Hot 100 is broken down into media value ranges with each advertiser’s information provided: company name, ad value, industry segment, state, phone number and URL. AdRelevance clients get access to the Hot 100 at no extra cost.
AdRelevance, a Jupiter Media Metrix company, is an innovator in Internet advertising measurement and ad tracking technology. With data on hundreds of thousands of unique ads, representing more than 15,000 advertisers, the 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.
Impressions: the number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad.
New Advertiser: companies who are either new to advertising on the web or have not had a significant online advertising presence for over six months.
Dot-Com Advertiser: any company that originated on the Internet or whose existence is dependent on the existence of the Internet.