Ford Recall Banner Races to Number One On the Net, Reports AdRelevance Unit of Jupiter Media Metrix
16 October 2000
Ford Recall Banner Races to Number One On the Net, Reports AdRelevance Unit of Jupiter Media Metrix
NEW YORK--Oct. 16, 2000--Ford Motor Company's recall banner advertisement is currently the number one banner on the Internet, according to a report released today by AdRelevance, a Jupiter Media Metrix company and innovator in Internet advertising measurement technology. Led by the single ad, Ford quickly ascended the charts to become the 20th ranked online ad spender -- joining the league of web advertising giants including Amazon, Network Solutions and Capital One.
Key findings from the AdRelevance Snapshot, which tracks and analyzes Ford Motor Company's recall campaign, include:
| -- | Ford Motor Company spent approximately $3.5 million on the recall ad campaign online. |
| -- | The recall banner accounted for 44 percent of all automotive online ad spending during the week of September 18, 2000 -- the same week the recall banner skyrocketed to number one. |
| -- | Ford's simple banner ad appeared on more than 200 sites, including popular portal and information sites such as iWon, Yahoo!, CNN and MSNBC. |
"Ford's online campaign shows no signs of abating, posting more than a 100 percent increase in ad impressions last month alone," said Charlie Buchwalter, vice president of media research for AdRelevance. "Ford appears to be extending its well-known and aggressive embrace of the web to include this online advertising outreach campaign in the wake of the tire recall crisis. The take away for advertisers is simple: while popular media can spread bad news, a broad reach online advertising campaign can counter that, and may even help polish a tarnished image."
Table A: Top 15 Sites Hosting Ford Recall Banner Ads
Source: AdRelevance, a Jupiter Media Metrix company
Rank Site Hosting Impressions
------- ---------------- ---------------
1 iWon 19,400,000
2 Yahoo! 16,700,000
3 IMDb 5,800,000
4 CNN 5,300,000
5 News 4,600,000
6 CarPoint 4,600,000
7 The New York Times 3,900,000
8 USA Today 3,900,000
9 The Washington Post 3,800,000
10 OnHealth.com 3,700,000
11 MSNBC 2,800,000
12 The Wall Street Journal 2,800,000
13 Headhunter.net 2,800,000
14 Delphi 2,700,000
15 Searchalot 2,600,000
Employing a customer awareness campaign strategy, Ford is working hard to maintain positive public opinion for their products. Upon click-through, users are guided to Ford's official tire recall information page. The page provides information for tire owners, replacement locations, press releases and company contact information.
A complete version of this AdRelevance Snapshot, titled "Ford Recall Ad is Number One on the Net," can be viewed at http://intelligence.adrelevance.com and includes compelling ad metric charts and graphs as well as additional analytic insights on the findings. For more information on AdRelevance 2.0 -- the brand new second-generation online ad measurement service from AdRelevance -- and a free demo or trial, please visit http://www.adrelevance.com or call 888/649-6540.
Definitions Impressions: The number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad.
Editors Note: Unless otherwise noted, please source all data as the following: AdRelevance, a Jupiter Media Metrix company.
About AdRelevance, a Jupiter Media Metrix company
AdRelevance, a Jupiter Media Metrix company, is an innovator in Internet advertising measurement and ad tracking technology. The company's advanced intelligent agent technology systematically and continuously scours the commercial Web universe, collecting online advertisements from more than half a million URLs. With data on hundreds of thousands of unique ads, representing more than 15,000 advertisers, the innovative AdRelevance service provides advertisers, agencies, media companies, marketers and financial analysts with critical information that tells them where, when and how competitors and potential clients are advertising on the Internet. Visit us at www.adrelevance.com for more information.
About Jupiter Media Metrix
Jupiter Media Metrix, formed by the merger of Jupiter Communications and Media Metrix, is a global leader in market intelligence for the new economy. The Company delivers innovative and comprehensive Internet measurement, analysis, intelligence and events to provide businesses with unmatched global resources for understanding and profiting from the Internet. Jupiter Media Metrix brings together world-class, innovative and market-leading products, services, research methodologies and people. Jupiter Media Metrix brands include Media Metrix, AdRelevance, Jupiter Research and Jupiter Events. The Company is headquartered in New York City and operates worldwide, across the Americas, Asia Pacific, Europe (as Jupiter MMXI Europe), and the Middle East. Visit us at www.jmm.com for more information.