Image Ads More Impressive Than Text

    January 6, 2006
    WebProNews Staff

Though much has been made of contextual advertising and the text-based ads it delivers, marketers prefer graphical advertising by an overwhelming margin.

When the news briefly circulated that AOL wanted graphical ad placement on Google search result pages as part of their partnership agreement, Google was forced to quickly counter that news in a formal statement.

AOL likely knows the numbers behind graphical ads, as demonstrated by a Center for Media Research review of the Nielsen//NetRatings AdRelevance numbers for November 2005. Ad impressions for image-based ads, which were defined as any ad that contains an image, outnumbered sponsored link text-based ads by more than two to one.

The automotive, entertainment, hardware & electronics, and telecom industries all had a 90 percent or higher share of industry advertising display online as an image ad. The financial services industry saw the most impressions for image ads in November, topping 22 billion.

Each of the 13 industries tracked in the report delivered more image ads than textual ones. Among text ads, retail goods & services had the most impressions among the industries at 13 billion, followed by web media at 11.7 billion.

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David Utter is a staff writer for WebProNews covering technology and business.