Attention please: net advertisers battle for eyeballs.The average Japanese Japanese (jăp'ənēz`), language of uncertain origin that is spoken by more than 125 million people, most of whom live in Japan. There are also many speakers of Japanese in the Ryukyu Islands, Korea, Taiwan, parts of the United States, and Web surfer spent more than 11 hours surfing surfing, sport of gliding toward the shore on a breaking wave. Surfers originally used long, cumbersome wooden boards but now ride lightweight synthetic boards that allow a greater degree of maneuverability. the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the from his or her home PC in August, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Nielsen//NetRatings, which tracks worldwide Internet usage. But that same surfer clicked on advertising banners just twice per every 1,000 banners viewed--and there's no saying how many of those clicks were by mistake. Even advertisers will admit that banners just don't don't 1. Contraction of do not. 2. Nonstandard Contraction of does not. n. A statement of what should not be done: a list of the dos and don'ts. cut it in the baffle for eyeballs The number of users. "There are 110 eyeballs" means there are 110 users currently online. See eyeball hang time. . So what's a corporation to do? One strategy being used by more companies these days, according to Nielsen//NetRatings, is cross-media advertising. The company recently pointed to two successful campaigns run in Japan--one by food and drugmaker Meiji Seika Meiji Seika Kaisha, Ltd. (明治製菓株式会社 and another by carmaker Mazda. Each company ran advertisements on TV and other media to draw traffic to special campaign pages on their Web sites. The results were impressive: Meiji Meiji (mā`jē), 1852–1912, reign name of the emperor of Japan from 1867 to 1912; his given name was Mutsuhito. He ascended the throne when he was 15. , for one, received 630,000 visitors to its Web site in August from surfers
The format for each entry is:
put differently , people seemed to log on to the site after seeing ads in other media. Mazda's campaign fared nearly as well: It drew 437,000 visitors using home PCs during August, compared with 141,000 visitors during the previous month. Nearly half the viewers viewed the company's campaign page. But some companies have no need for big cross-media ad campaigns right now. Perhaps it's a sign of the times A Sign of the Times was a 1966 single by Petula Clark. Written by Tony Hatch, the uptempo pop number juxtaposed Clark's driving vocals with a powerful brass section. She introduced the tune on the Ed Sullivan Show on February 27, 1966. , but of the 10 advertisers home PC users saw most while surfing the Net in August, four were moneylenders and one was an employment agency. [GRAPHIC OMITTED]
Average Internet Usage from Work PCs in Japan
August July Change(%)
Number of Sessions per Month 47 52 -9.62
Number of Domains per Person 79 84 -5.95
Page Views per Month 1,551 1,571 -1.27
Page Views Per Surfing
Session 33 30 10
Time Spent per Month 22:27:09 24:30:29 -8.39
Time Spent During-Surfing
Session 28:53 28:07 2.73
Duration of Page Viewed 0:53 0:56 -5.36
Average Monthly Banner Click
Rate 0.10 0.13 -23.08
Internet Users 8,385,538 8,208,088 2.16
Average Internet Usage from Home PCs in Japan
August July Change(%)
Number of Sessions per Month 20 20 0
Number of Domains per preson 59 58 1.72
Page Views per Month 1,181 1,099 7.46
Page Views per Surfing Session 59 55 7.27
Time Spent per Month 11:11:35 10:54:45 2.57
Time Spent During Surfing
Session 33:35 32:41 2.75
Duration of Page Viewed 0:34 0:36 -5.56
Average Monthly Banner Click
Rate 0.20 0.18 11.11
Internet Users 26,196,199 25,172,390 4.07
Top 10 Advertisers (Banners Viewed by Those Using home PCs, in August)
Advertiser Unique Audience
(in thousands)
1. Yahoo! 19,332
2. Amazon 18,116
3. ORIX Credit 10,919
4. GE Consumer Credit 6,831
4. Mobir 10,407
6. ORBIS 5,860
7 en-japan 7,546
8. AIC 7,413
9. At-Loan 8,606
10. avex network 5,641
Proportion of Visitors Viewing Specific Pages
www.meiji.co.jp (top page) 17%
cmp.meiji.co.jp (campaign page) 81%
www.mazda.co.jp 36%
campaign.mazda.ca.jp (campaign page) 48%
Source for all graphs: Nielsen/ /NetRatings
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