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becomes a top advertising site
Barnes & Noble steps up Xmas advertising
By Jeremy Schlosberg
Zone.com, MSN’s gaming site, has vaulted onto the list of web sites most preferred by advertisers, according to new numbers from Nielsen//NetRatings.
Not previously holding a slot on the list of top 10 domains ranked by advertising impressions, Zone.com debuted there for the week ending Dec. 12 in the No. 5 slot, one notch below its parent site, Msn.com.
Another intriguing development on the chart this week was AltaVista’s sudden increase in stickiness. Average time spent on AltaVista has been in the four- to five-minute range for months; for the week ending Dec. 12, the average time shot up to 9 minutes 10 seconds.
Over on the list of advertisers, Barnes & Noble made a push into the top 10 this week, up to No. 7, as the Christmas shopping season moved to its peak time.
But as a web property Barnes & Noble will need a lot more advertising to catch up to Amazon.com, which moved still higher during the week being measured in overall ratings, up to a year-high No. 7 on the list of web properties.
Another uptick attributable to the holiday season was Blue Mountain Arts moving to No. 9 from No. 12 the previous week on the properties list. The electronic Christmas card is catching on.
On the list of top banners for the week, a newcomer was MSNBC, which had the No. 5 banner of the week behind three Wingspan Bank banners and one from Capital One for a platinum Visa card.
The MSNBC banner was notable for a style more magazine ad-like than usually found among the web’s top banners. The tag line read, "Find out what’s going on in your neck of the woods," and was accompanied by some succinct Little Red Riding Hood imagery. The ad sought to inspire users to take advantage of the personalization feature on MSNBC.com.
| Top 15 Properties |
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| Property | Reach % | Time |
| AOL Websites | 45.20 |
0:10:37 |
| Yahoo! | 39.65 |
0:24:50 |
| MSN | 26.75 |
0:20:20 |
| Lycos Network | 17.92 |
0:07:23 |
| GO Network | 12.46 |
0:12:42 |
| Microsoft | 10.01 |
0:06:58 |
| Amazon | 9.91 |
0:12:01 |
| Excite@Home | 9.52 |
0:16:53 |
| Blue Mountain Arts | 7.89 |
0:10:24 |
| Time Warner | 7.54 |
0:09:04 |
| eBay | 7.18 |
0:57:00 |
| AltaVista | 7.13 |
0:09:10 |
| The Go2Net Network | 5.60 |
0:06:02 |
| Snap | 4.91 |
0:08:24 |
| CNET | 4.63 |
0:06:49 |
| Source:Nielsen//NetRatings. |
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| Top 10 Advertisers |
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| Advertiser | Impressions | Reach % |
| TRUSTe | 514,601,658 |
21.99 |
| Microsoft | 362,162,831 |
32.05 |
| Amazon | 131,485,923 |
34.41 |
| Yahoo! | 84,819,730 |
19.14 |
| America Online | 79,018,702 |
25.13 |
| SexTracker | 74,799,661 |
6.36 |
| Barnes and Noble | 58,815,423 |
20.54 |
| Morgan Stanley Dean Witter | 55,777,364 |
3.99 |
| Ameritrade | 51,963,225 |
7.70 |
| eBay | 49,771,644 |
17.46 |
| Source:Nielsen//NetRatings. |
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| Top 15 Domains |
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| Domain | Reach % | Time |
| yahoo.com | 32.97 |
0:26:38 |
| aol.com | 30.12 |
0:08:42 |
| msn.com | 24.20 |
0:18:01 |
| netscape.com | 14.45 |
0:10:17 |
| geocities.com | 12.90 |
0:06:57 |
| passport.com | 12.70 |
0:04:24 |
| go.com | 10.55 |
0:11:28 |
| lycos.com | 10.33 |
0:06:21 |
| microsoft.com | 9.64 |
0:06:59 |
| amazon.com | 9.43 |
0:11:54 |
| bluemountain.com | 7.87 |
0:10:24 |
| excite.com | 7.71 |
0:18:21 |
| ebay.com | 7.17 |
0:57:01 |
| tripod.com | 5.85 |
0:04:29 |
| altavista.com | 5.78 |
0:07:29 |
| Source:Nielsen//NetRatings. |
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| Top 10 Domains by Advertising |
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| Domain | Impressions | Reach % |
| yahoo.com | 694,684,166 |
30.03 |
| ebay.com | 512,160,303 |
7.15 |
| aol.com | 226,144,753 |
22.00 |
| msn.com | 213,856,535 |
20.29 |
| zone.com | 210,367,448 |
0.77 |
| netscape.com | 89,959,546 |
12.46 |
| lycos.com | 77,822,161 |
7.74 |
| go.com | 76,370,538 |
8.38 |
| infospace.com | 58,538,921 |
2.71 |
| picpost.com | 57,322,924 |
0.49 |
| Source:Nielsen//NetRatings. |
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| Top 10 Banners |
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| Advertiser | Impressions | Reach % |
| Wingspan Bank | 7,595,993 |
6.03 |
| Wingspan Bank | 6,532,271 |
5.88 |
| Wingspan Bank | 6,550,378 |
5.18 |
| Capital One | 11,426,212 |
4.35 |
| MSNBC | 4,361,896 |
4.30 |
| Bonzi Software | 9,481,642 |
3.99 |
| Wine.com | 4,157,388 |
3.76 |
| PageNet | 11,170,363 |
3.55 |
| Autoweb | 4,340,260 |
3.53 |
| SureTrade | 5,047,413 |
3.50 |
| Source:Nielsen//NetRatings. |
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| Usage
Stats |
|||
| Values | Current |
Last Week |
%Change |
| Number of Sessions per Week | 6 |
6 |
0 |
| Number of Unique Sites Visited | 6 |
6 |
0 |
| Page Views per Week | 180 |
179 |
0.56 |
| Page Views per Surfing Session | 32 |
32 |
0 |
| Time Spent per Month | 2: 46: 49 |
2: 45: 59 |
0.51 |
| Time Spent During Surfing Session | 0: 29: 38 |
0: 29: 57 |
-1.06 |
| Duration of a Page viewed | 0: 00: 56 |
0: 00: 56 |
-1.07 |
| Average Click Rate for Top Banners | 0.35 |
0.32 |
9.38 |
| Total Internet Audience Sample | 38,816 |
38,723 |
0.24 |
| Active Internet Universe | 52,891,457 |
53,611,611 |
-1.34 |
| Current Internet Universe Estimate | 119,120,093 |
119,303,627 |
-0.15 |
| Source:Nielsen//NetRatings. |
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-Jeremy Schlosberg is the seniore editor for new media.
