A general dip in advertising expenditure on the net during May - to
pounds 836,000 from over pounds 1 million in March and April - made for
a fairly lacklustre month overall, according to the latest figures from
Fletcher Research’s AdWatch study. The good news is that spend should be
up again next month.
The top ten website advertisers remained pretty much the same, with BT
hanging on to its position at the top of the league and computer and
other IT companies dominating the line-up. But there were also some
Yes, condoms. The London International Group zoomed in at number four in
AdWatch’s table of the UK’s top consumer goods advertisers on the net,
with a campaign to give away prophylactics.
LIG had first toyed with this medium in the US, where it promoted a new
brand, Avanti, by running traditional mainstream advertising to direct
consumers to its website. Here they could log on for free samples of the
new condom. It is often quite difficult to get a dialogue going with
users about such a sensitive subject as contraceptives and LIG was so
delighted with the response that a similar exercise was begun over here
The ads were run exclusively on mainstream media-owner sites.
As you would expect, a look at the UK’s top consumer goods advertisers
on the net includes a fair sprinkling of car sellers, with Peugeot
Citroen topping the league and Ford, Volvo and Auto Trader following up.
Another predictable group are the bookshops. These did not include the
internet’s biggest seller, Amazon, as AdWatch only includes UK sites.
Amazon should shoot to the top once it launches here (see above), but
the list already includes the Internet Bookshop and Blackwells.
Tying for top place in the league with the Internet Bookshop and Peugeot
Citroen was the newly renamed Arcadia group (formerly Burton). This
retail conglomerate rotates ads for its various brands, such as Dorothy
Perkins and Burton, across magazine sites on the net.
There were two new appearances on the overall list of top ten internet
advertisers: Philips and Looksmart. Looksmart, the sixth biggest search
engine, has been running ads for its service, while Philips came in at
number ten because of its campaign for its television monitors and the
hand-held computer, Velo.
Top 10 UK advertisers
1 BT 36
2 Digital Equipment 34
3 IBM 29
4 Looksmart 23
5 Microsoft 21
6 Legal & General 19
7= Hewlett Packard 18
7= Gateway 2000 Europe 18
9= Intel Corporation 17
9= Philips 17
Top 10 UK consumer advertisers
1= PSA Peugeot Citroen 10
1= Arcadia Group 10
1= Internet Bookshop 10
4 London International Group 9
5 Auto Trader 8
6= Ford Motor Company 7
6= Shop Direct 7
8= Blackwells 5
8= Volvo 5
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Internet Adwatch values estimated using rate-card equivalent prices.
Estimates do not take into account publishers’ discounts. Excludes
advertising and ads 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)