INTERACTIVE: INTERNET ADWATCH - Adspend on the web has all but doubled this year, Gordon MacMillan reports

Consumer brands are slowly but surely making their way into the ranks of the biggest online spenders. In September, Volkswagen marched into the number four spot with a spend of pounds 46,000, although expenditure for the month overall was down fractionally on August’s pounds 1,560,000.

Consumer brands are slowly but surely making their way into the

ranks of the biggest online spenders. In September, Volkswagen marched

into the number four spot with a spend of pounds 46,000, although

expenditure for the month overall was down fractionally on August’s

pounds 1,560,000.



Volkswagen had been spending relatively heavily in the previous month

when it was just edged outside the top ten. This month it has passed

Ford.



The rising spend of consumer companies looks likely to ensure that total

annual spend for 1998 will hit pounds 15 million - close to double the

pounds 8 million spend in 1997.



Citigroup continued its high-profile online ad campaign in September to

support its bank’s internet banking service, Direct Access, making it

easily the biggest spender in the financial sector with a spend

totalling pounds 175,000 in the three months to September.



More notably, perhaps, Citibank is the only mainstream bank to be

spending any significant amount advertising online. Barclays is the only

other bank to appear in the top ten financial services sector and its

spend for September was just pounds 11,000.



With access to a network of ATM machines, an internet banking operation

but with few high street branches, Citibank is a model for what many see

as the future of consumer banking operations.



Top 10 UK advertisers in September   Top 10 UK financial advertisers in

September

Rank                                      Estimated value*

                                             (pounds 000s)

1      IBM                                       pounds 74

2      Citigroup                                 pounds 69

3      Amazon                                    pounds 49

4=     Volkswagen                                pounds 46

4=     Nasdaq                                    pounds 46

6      Dell Computer                             pounds 39

7      BT                                        pounds 38

8      Cable & Wireless                          pounds 36

9=     Ford                                      pounds 33

9=     British Airways                           pounds 33

       Total top ten spend                      pounds 463

       Total adspend                          pounds 1,544

       Total spend to September              pounds 10,000

Rank                                      Estimated value*

                                             (pounds 000s)

1      Citigroup                                 pounds 69

2      Nasdaq                                    pounds 46

3      Intuit/Quicken                            pounds 28

4      Scottish Widows                           pounds 18

5      Charles Schwab                            pounds 16

6=     Australian Mutual Provident               pounds 13

6=     Omnium Communications                     pounds 13

8      State Street Bank & Trust                 pounds 12

9=     Barclays Bank                             pounds 11

9=     Elson Associates                          pounds 11

       Total top ten spend                      pounds 237

       Total adspend                            pounds 420

       Total spend to September               pounds 2,500



Internet Adwatch values estimated using ratecard-equivalent prices.



Estimates do not take into account publishers discounts. Excludes

advertising and adverts placed with barter networks(eg LinkExchange)



Data supplied from internet AdWatch(tm), the advertising monitor

produced by Fletcher Research (www.fletch.co.uk, 0800 068 1101).



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).