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liposuction compression garment - High-tech companies have been more successful with their online advertising strategy than either digital economy or traditional companies, according to findings from Nielsen//NetRatings. Data from Nielsen//NetRatings' AdSpectrum service divided online advertisers by industry: digital economy (e.g., RedEnvelope, high-tech (e.g., Hewlett-Packard) and traditional (e.g., Proctor & Gamble). The findings revealed that lower exposure to ad campaigns combined with a higher reach resulted in higher click rates. "Through a low reach, high-frequency model, dot-com advertisers have numbed Web surfers by exposing them to the same ads over and over again," said Allen Weiner, vice president of analytical services, NetRatings.The high-tech industry garnered the highest

reach (17.1 percent), the lowest frequency (9.4 percent) and the highest click rate (0.30 percent). Traditional companies followed with 11.0 percent reach, 11.6 average frequency and 0.22 percent click rate. The digital economy industry scored a low reach of 12.6 percent, the highest frequency rate at 17.3 and the lowest click rate of 0.16 percent. Other forms of offline media generally have an average frequency rate of between three and four points. NetRatings data also found traditional companies made up more than half of all online advertising in March 2001, accounting for 56 of the top 100 online advertisers. Digital economy companies spent $104.8 million, or more than 37 percent and high-tech companies spent $51.4 million, or 8.4 percent.

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