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NetRatings
ONLINE OBSERVER(tm) REPORT
September 25, 1998
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The data in this weekly report is derived from the Online
Observer Service which is available to subscribers at
netratings.com. Your questions and comments are encouraged.
If you have specific questions about a site's demographics
and Web activity or a banner advertising campaign, call or
send an e-mail to the editor: Sally Blodgett, (408) 941-2932,
sblodgett@netratings.com. If you'd like to find out more about
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Copyright (C) 1998 NetRatings(tm), Inc. All rights reserved:
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freely as long as source is cited.
IN THIS WEEK'S ISSUE
- Top Ad Banners and Categories for August 1998
- Top Ten Weekly Ad Banners
- Top Ten Weekly Properties
- Web Average Usage Weekly and Monthly Stats
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>>TOP AD BANNERS AND CATEGORIES FOR AUGUST 1998 - The top 3 ad banner
categories for August 1998 remained the same as July's although some
category leaders changed, according to BannerTrack, NetRatings' syndicated
ad research service. The No. 1 ad category was Online/Internet Services;
Retail Shopping was No. 2, and Promotions (incentives, coupons, sweepstake
offers) No. 3. Taken together these three categories comprised over 60% of
all banner advertising impressions with at least a 5% reach, estimated for
the month of August at 2.9 billion impressions, compared to 3.5 billion
impressions for July.
Email was the largest product category for Internet Services with 75% of
that category's advertising. Books/CDs topped the shopping category with
19% (down from 62% in July) and Automotive came in a close second with 18%
(up from 6.5% in July). Sweepstakes led the promotional pack with 70% (up
from 67.2% in July). Noteworthy: financial advertising was up from 3.72% in
July to 6% in August.
During the month of August 1998 the average Web user viewed 354.79 banners
and clicked on 3.27 banners for a .92% click rate. The click rate for July
was .9%.
CATEGORY JULY: TOP CATEGORY BANNER AUGUST: TOP CATEGORY
BANNER
Internet Services Goto.com Goto.com
Shopping K-Tel Express Microsoft Car
Point
Promotions Goto.com/Howard Stern Gap/Sony
Financial Yahoo VISA GetSmart (loans)
News/Entertainment Feed Magazine Feed Magazine
Miscellaneous Catalog Link Catalog Link
>>TOP 10 AD BANNERS VIEWED FOR THE WEEK OF SEPTEMBER 13, 1998*:
Top Banners ranked according to unique audience are cited from BannerTrack
(tm), NetRatings' syndicated ad research service. During the week of Sept.
13-19, 1998 the average Web user viewed 128.04 banners and clicked on .66
banners for a .51% click rate.
1. Goto.com: Type in what you're looking for
2. Bonus Mail: Are you into free stuff
3. Catalog Link: Gift ideas for the love of your life
4. Catalog Link: You don't have to go great lengths
5. Catalog Link: Free catalogs
6. Deja News: Who's your favorite artist?
7. BonusMail: What's your new favorite CD?
8. Autoweb.com: Get the best deal now
9. Verio: www.your-name.com
10. CDNOW: Get a compilation CD
*House ad banners which run predominantly on the advertiser's home site (90%
of impressions or more) are not included in our banner rankings.
>>TOP TEN WEB PROPERTIES - Here are the top 10 Web properties ranked by
unique audience, as reported by NetRatings Inc. A property is defined as a
consolidation of multiple domains and URLs associated with a property.
WEEK OF SEPT. 13-19, 1998
Property Reach % Page Views from Browser Cache
1. Yahoo! 41.79% 27%
2. AOL.com* 31.48% 35%
3. Netscape 30.07% 16%
4. MSN/Hotmail/MSNBC 30.05% 23%
5. Microsoft 29.81 28%
6. Lycos/Tripod/WhoWhere 28.82 31%
7. The Excite Network 26.61% 24%
8. GeoCities 25.63% 22%
9. Disney Company Online 16.20% 32%
10. Infoseek 15.45 31%
MONTH OF AUGUST 1998
Property Reach % Page Views from Browser Cache
1. Yahoo! 55.65% 27%
2. AOL.com* 53.18% 37%
3. Microsoft 45.37% 30%
4. MSN/Hotmail/MSNBC 41.13% 27%
5. GeoCities 39.81 27%
6. Lycos/Tripod 38.75 28%
7. The Excite Network 37.67% 26%
8. Netscape 36.68% 23%
9. Disney Company Online 26.58% 29%
10. Infoseek 24.73 36%
>>QUICK LOOKS - USAGE STATISTICS:
Statistics below represent average activity for
a Web user.
Usage Category, Statistics Sept. 13-19, 1998 August 1998
Page Views per week/month 339 1,082
Time Spent per week/month 5:23:33 17:50:35
Number of sessions per week/month 9 29
Pages visited per surfing session 36 37
Time spent during session 35:57 36:55
Duration of a page viewed 01:00 01:00
Banners viewed week/month 128.04 354.79
Banners clicked on during week/month .66 3.27
WRITENOW EDITORIAL SERVICE - Do you ever find yourself on
deadline and needing information about a site's reach,
demographics, or unique audience size? Or need data about an ad
banner campaign? Just call our WriteNow Hotline at
(408) 941-2929 or send an e-mail to writenow@netratings.com.
You will receive a response within two hours.
For more information about NetRatings, go to
netratings.com
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*NetRatings tracks America Online Web usage only but does not track Web
usage
of the AOL members who use AOL's 16-bit integrated browser."
Rankings are based on measurement of World Wide Web activity by a
representative panel of over 3,500 Internet users 18 years and
older who access the Web from home. |
