18 October 2000

French internet adspend rose to over $61 million in the first half of 2000, nearly triple the amount for the equivalent period in 1999, according to new figures from the Internet Advertising Bureau and PriceWaterhouseCoopers.

The study found new media companies accounted for 37% of this expenditure, making them the top online advertisers. Retailers, and especially e-tailers, made up 18% of the adspend, followed by banking (8%), tourism (5%) and computing (4%).

However, French online ads tend to be less sophisticated than their US counterparts, observes the report. Banner ads comprise 80% of French internet campaigns, whereas the figure in the US is just over 50%. Sponsorship, viral marketing and e-mail campaigns are techniques that the US has taken up far quicker than France.

Ninety percent of French online campaigns use a rate structure based on volume (total pages viewed) alone. Performance, represented in click-through rates, is used as a pricing criterion in under 10% of cases.

News source: Advertising Age - International Daily