Daily Research News Online no. 4839 - NetRatings Takes AdRelevance Down Under

NetRatings Takes AdRelevance Down Under

November 17 2005

Nielsen//NetRatings is introducing AdRelevance - its online ad measurement tool - to Australia. The service, already available in the US and Europe, will now track 250 Australian web sites and 4,000 URLs to gather information about who is advertising, where and how, and how much they are spending.

The tool is designed to give ad agencies and publishers details of the companies advertising online, the web sites that are carrying ads, the types of advertising, and the duration and frequency of campaigns. In addition, it estimates ad spend by advertiser and category. Information is promised in real time, the site is updated every day and subscribers can choose to receive daily updates.

Andrew Reid, MD for NetRatings in Australia, says that, while ad measures for traditional media - TV, radio, print, outdoor and cinema - have been in place in Australia for many years, detailed data on Internet display advertising has, until now, never been available.

He states that AdRelevance allows 'all online market players to understand online ad activity by a particular industry, identify online business opportunities, and stay well informed about display advertising with competitors'.

The first data for Australian AdRelevance reveals that 1,199 online campaigns, consisting of 5,576 banners, were run by 638 advertisers in October 2005. The most viewed Australian online campaign was the government's WorkChoices promotion, while the site attracting the highest number of display advertisers was the Sydney Morning Herald (161), closely followed by another newspaper site - Melbourne's The Age (155).

The top ten online display advertisers in Australia in October were as follows.

Lend Lease (114.96m ad impressions, AU$807,000 ad spend)
Westpac (49.5m impressions, AU$348,000 ad spend)
Virgin 49.3m impressions, AU$346,000 ad spend)
Australian government (43.3m impressions, AU$304,000 ad spend)
NAB (42.3m impressions, AU$296,000 ad spend)
Telstra/Bigpond (41.6m impressions, AU$292,000 ad spend)
ANZ/Esanda (37.2m impressions, AU$261,000 ad spend)
AAMI (25.5m impressions, AU$179,000 ad spend)
Commonwealth Bank (25.5m impressions, AU$179,000 ad spend)
Dell (24.4m impressions, AU$172,000 ad spend)

Nielsen//NetRatings estimates ad spend by applying an average local market rate to the ad impression figures. The company is online at www.nielsen-netratings.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.