Blink while surfing and you may miss them: Nearly 52% of all online banner ads have three-week exposures, with almost one quarter (23.7%) running for just one week.
On average, banner ad campaigns run approximately five and one half weeks, although this figure is somewhat skewed by nearly 4% tracked that ran for more than 20 weeks. Including those, only 13.5% were up and running for more than 10 weeks.
Automotive banner ad campaigns lasted the longest, with a running time of 7.8 weeks. The auto industry was followed by financial services (6.9 weeks), travel (6 weeks), consumer goods (5.6 weeks), and Web media (5.5 weeks).The study also found that the consumer goods industry relied most heavily on targeting, which ran only 40% of its ads on “broad reach” sites such as portals, search engines, and community destinations. Web media, financial services and travel advertisers, on the other hand, made the heaviest use of these destinations, with use figures average twice that of consumers goods.
The study was conducted by AdRelevance, a division of research firm Media Metrix. The company tracked 468×60 banner ads on the top 500 Web sites between July 1999 and June 2000.
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