CAMPAIGN INTERACTIVE: INTERNET ADWATCH - IT corporates continue to lead monthly adspend as IBM breaks the pounds 100,000 mark, Claire Cozens says
By CLAIRE COZENS, campaignlive.co.uk, Friday, 30 October 1998 12:00AM
IBM was back on top of Fletcher Research’s table of the highest spending online advertisers in the UK for July with a pounds 117,000 spend.
IBM was back on top of Fletcher Research’s table of the highest
spending online advertisers in the UK for July with a pounds 117,000
The figure is the biggest recorded spend since Fletcher began releasing
its data six months ago. The US computer giant is the first to break the
pounds 100,000 monthly spend barrier, easily beating the record set by
Microsoft which spent pounds 97,000 in June.
Microsoft continued to spend heavily in July but the third ubiquitous
top-spending IT company, Hewlett Packard, had a quiet month down in
eighth place. BT, too, spent less than it has in recent months, leaving
the ground open to advertisers not usually associated with big online ad
expenditure and allowing Barclays Bank to claim the the third spot with
a spend of just pounds 49,000.
The good news is that the underspending of these key advertisers didn’t
prevent the total adspend figure for the month reaching a record pounds
1,523,000 - an 8.7 per cent increase on June.
But if the reliance on top-spending high-tech advertisers appears to be
decreasing, the dependence on a small number of big spenders
The top ten advertisers alone accounted for pounds 512,000 - 34 per cent
of the total adspend.
One new entry to the top ten was Citigroup, which in July launched an
offer of 12 months’ free internet access. Citigroup spent pounds 39,000
across the major newspaper websites including the Sunday Times, as well
as on search sites such as Excite. Terry Taylor, the marketing manager
for Citigroup UK, says the internet is used specifically to reach the
target market for its virtual banking services.
Another new advertiser in the top ten was Pearson, which advertised its
Financial Times World Cup promotion in early July. The ads were placed
on specialist sport sites and on news and search sites.
One of the top-spending sectors is web navigation, so this month we’ve
taken a look at how they compare. These are the web directories and
search engines that now like to call themselves portals, and which are
the first point of contact for internet users. The figures used exclude
internal advertising but include barters.
The advertising spend in the web navigation sector tends to be dominated
by barters. As William Reeve, the research director at Fletcher
Research, points out: ’A search engine and a sports site, for example,
will be happy to cross-promote each other to grow the overall market
because they are not direct competitors.’
Even allowing for barters, however, only eight advertisers in this
category spent more than pounds 10,000. Fletcher doesn’t quantify spends
below that figure.
TOP UK WEB ADVERTISERS
Rank Advertiser Estimated value* (pounds 000s)
1 IBM pounds 117
2 Microsoft pounds 94
3 Barclays pounds 49
4 British Airways pounds 47
5 UUNet pounds 42
6 Citigroup pounds 39
7 BT pounds 33
8 Hewlett Packard pounds 32
9 Lycos pounds 31
10 Pearson pounds 28
TOP WEB NAVIGATION ADVERTISERS
Rank Advertiser Estimated value* (pounds 000s)
1 Lycos pounds 31
2 Microsoft pounds 21
3 Netscape pounds 18
4= Disney pounds 17
4= Excite pounds 17
6 Associated Newspapers pounds 16
7 LineOne pounds 11
8 Virgin Net pounds 10
9 LookSmart n/a
10 X-treme Technologies n/a
Internet Adwatch values estimated using rate-card-equivalent prices.
Estimates do not take into account publishers discounts. Excludes
advertising and adverts placed with barter networks(e.g LinkExchange)
Data supplied from internet AdWatch(tm), the advertising monitor
produced by Fletcher Research (www.fletch.co.uk, 0800 068 1101).
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- FABULOUS FREELANCERS? Look no further! Barker Graves Up to £250/day, central london
- Creative Artworker become £28K, Central London
- Online Sales Manager Ultimate Asset £25000 - £35000 per annum + Excellent Commission Potential, London
- Agency Sales Manager Ultimate Asset £23000 - £27000 per annum + Amazing benefits, London
- Google becomes major UK advertiser after boosting spend by 50% in 2013
- Unilever pilots multi-brand advertising with YouTube beauty channel
- Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'
- Gatwick rolls out 'guess the X-ray' competition
- iProspect appoints chief media officer among four senior hires
- Dove launches first cinema campaign with 'real beauty' sequel