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Display Advertising Appeals To American Apparel

Many apparel sellers miss online ad opportunities

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The clothing maker topped apparel makers in an analysis of top brands for display advertising online in April.

It took comScore a few months to pass along its look at display advertising spends related to the apparel market; maybe their analysts were busy searching for deals on swimwear for the summer. But their report arrived with a list of who displayed what among apparel brands.

American Apparel dished out over 483 million ads according to the comScore Ad Metrix. The top five brands for apparel all exceeded 100 million ads displayed during April 2008.

Sportswear maker UnderArmour placed 311 million ads in front of viewers, while quirky t-shirt maker SnorgTees.com served up their ads over 249 million times.

Venerable clothier LL Bean proved no stranger to the display ad, featuring its wares 205 million times, followed by women’s clothier Lane Bryant at 142 million displays.

The economy of the display ad appealed to the next five apparel sellers: Nordstrom, Spiegel, Giorgio Armani, Levi Strauss, and BustedTees. But plenty of big name apparel vendors missed the top 15 list, said comScore VP Evan Neufeld.

“Apparel is one of the largest U.S. e-commerce categories, accounting for roughly 15 percent of total online retail sales,” he said in a statement. “Those retailers failing to make use of this growing advertising channel are overlooking a substantial opportunity.”

Display Advertising Appeals To American Apparel
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