Online advertising for consumer-credit services increased 93% so far this year, from 8.0 billion ad impressions in the first quarter to 15.4 billion in the third quarter. The anthrax mail scare is now accelerating online advertising within the financial services industry. According to data from Jupiter Media Metrix’ ‘AdRelevance’ service, credit card companies were responsible for 79% of online advertising this year in the consumer-credit segment. VISA was responsible for 59%; MasterCard 15%; Discover/Novus 3% and American Express 2%. The remaining 21% of consumer-credit advertising was conducted by various credit counseling and reporting companies: Neway was responsible for 8%; ConsumerInfo.com 6%; and PrivacyGuard 2%. Providian Financial’s Getsmart.com was the leading consumer-credit advertiser and also the leading financial services advertiser overall in the third quarter with 5.6 billion impressions. Providian had 2.2 billion impressions on Yahoo!, 512.0 million on iWon and 272.8 million on MSN. According to Media Metrix audience-ratings data, traffic to Getsmart.com increased 386%, from 1.1 million unique visitors in January 2001 to 5.2 million in September 2001.
NextCard ranked as #50 on the ‘Media Metrix Top 50 Web Properties’ for July. It is the only VISA or MasterCard issuer to make it onto the list, logging nearly 6.8 million online visitors. American Express ranked as #38, serving nearly 8 million visitors to its Web site. Firms falling into the ‘Business/Finance’ category attracted more than 52 million visitors during July. Jupiter Media Metrix says people in the U.S. spent on average 20.7 hours online in July 2001, up 10.5% from 18.7 hours in July 2000. Jupiter also reported that other credit card sites such as globaldebitcard.com, theusagoldcard.com, and credit.com attracted between 600,000 and 1 million visitors during July.
Jupiter Media Metrix reported this morning the American Express Web site has broken into the ‘Top 50’ most visited Web sites. AmEx is the only credit card issuer to make it into the ‘Top 50’. According to the ‘Media Metrix U.S. Top 50 Web and Digital Media’ property ratings for April 2001, Americanexpress.com logged 6.6 million unique visitors, placing it #45 among the ‘Top 50’. Jupiter says that over the past twelve months, the number of 18-24 year-olds and persons 55 and over who used the Internet and other digital media grew 32% and 33%, respectively, while overall usage of the Web grew 19% over the same period. Jupiter Media Metrix says the combined number of at-home and at-work Web users in the USA during April was 89.3 million.
Capital One and iWon.com announced Tuesday they are launching the ‘iWon-Capital One’ credit card. The program, scheduled to launch later this summer, will enable iWon cardholders to earn additional entries into iWon’s daily sweepstakes. Cardholders will be able to earn 50 entries per transaction (up to 500 per month) into iWon.com’s monthly $1 million sweepstakes and annual $10 million sweepstakes. Launched 10 months ago, iWon gives away to users, $10,000 every day, 30 prizes of $1,000 every week, $1 million every month and $10 million on Tax Day. By simply using the site to search the Web, check email, go shopping, read the news, or perform other regular Internet activities, iWon.com users earn entries with practically every click. To date the CBS-funded iWon, has given away more than $22 million in cash prizes.
NextCard continues to dominate credit card marketing on the Internet. For the week ending June 4, banners ads for the ‘NextCard VISA’ reached 19.9% of the at-home audience and 23.8% of the at-work audience. Nielsen/NetRatings reported that nearly 80 million NextCard ad impressions were delivered to at-home users while more than 52 million impressions were delivered to at-work users. Among the top banner ads for the week of May 29 – June 4, were ads for Providian’s ‘GetSmart’ and ‘Aria’ products. Nielsen says the universe of at-home users is now 135 million while the number of at-work users totals 34.1 million. The average click rate for top banners is now 0.29% for at-home users and 0.23% for at-work users.