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BizReport : Advertising : August 06, 2008
American Apparel tops display ad use rankings
Some of the major online clothing retailers are using display ads, some with views in the hundreds of millions. However, comScore suggests that most major online clothing retailers could do more to make the most of their Internet ad campaigns.
Apparel is one of the largest e-commerce categories in the U.S., accounting for around 15% of total online retail sales. However, as comScore’s Evan Neufeld points out, "Some of the biggest retailers in the category are significantly underrepresented in the online display ad market."
Neufeld’s comments come after the release of a study based on data from comScore’s Ad Metrix service in which many of the U.S.’s largest clothing retailers didn’t make the list of top display ad users.
The study revealed that American Apparel ranked top and delivered almost half a billion display ad views in April this year, reaching 49 million Internet users an average of 9.9 times during that month. Under Armour ranked second with 311 million ad views, followed by Snorg Tees (249 million) and L.L. Bean (205 million).
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