American Apparel Tops Retailers in Terms of Advertising
Figures released by the comScore Ad Metrix service show that American Apparel, LLC displayed 483.4 million ads during the month of April in the U.S., making it the top apparel retailer in terms of total display ad views.
American Apparel’s 483.4 million ad views gave it a 24.1% share of the total advertising voice for the sector, while its ad-exposed unique audience was made up of 48.9 million visitors, each of whom were exposed to the retailer’s ads 9.9 times during the month.
UnderArmour.com was second with 311.5 million ad views, giving it a 15.5% share of the total advertising voice. Its unique audience of 50.9 million users saw the retailer’s ads 6.1 times during April.
SnorgTees.com was third with 249.2 million ad views, giving it a 12.4% share of the total advertising voice. Its unique audience of 34.0 million visitors saw the retailer’s ads 7.3 times during the month.
L.L. Bean, Inc. was fourth with 205.6 million ad views, followed by LaneBryant.com (142.0 million ad views), Nordstrom.com (94.2 million ad views), Spiegel Inc. (90.2 million ad views), Giorgio Armani S.p.A. (81.7 million ad views), Levi Strauss & Co. (72.3 million ad views), and BustedTees.com (64.1 million ad views).
Nike, NFLShop.com, Endless.com, and Skechers.com were also on the list, in that order.
Evan Neufeld, Vice President, Advertising Effectiveness at comScore, notes that some of the bigger retailers might be missing an opportunity by passing on establishing a bigger presence in online advertising and “overlooking a substantial opportunity.”
American Apparel advertised the most on MySpace.com (24.2%), Facebook.com (18.5%), and AOL LLC (includes AIM) (12.5%).
