NY-based IAC CAP’s Zwinky has teamed with GMG Entertainment to launch gift cards nationwide, starting with Target. The new “Zwinky Gift Cards” are available in $10, $15, and $25 increments and are redeemed at Zwinky.com for virtual items sold in Zwinky, including brand-name shoes, a virtual dorm room, and a huge selection of fun furniture. The $15 and $25 “Zwinky Gift Cards” also include a bonus — access to an exclusive “super power” for purchasers’ Zwinky avatar. Super powers provide the ability for an avatar to travel within the Zwinky virtual world using a jetpack, magic carpet, carnival balloons or super propeller. For each additional gift card purchased, another super power is unlocked.
Carnival Cruise Lines and Capital One have teamed to offer the ‘Fun Finance Plan’ which includes a cobranded MasterCard. Under the program, cruise vacationers will be able to finance the expense of a cruise in a 24-month installment plan with interest rates as low as 9.9%. Cardholders who qualify for a 9.9% APR would pay $14 per month for a three-day cruise and $28 per month for a seven-day voyage. Cardholders will also receive the traditional benefits of MasterCard and earn one ‘Fun Rewards’ point toward Carnival cruise upgrades and discounts up to a free cruise. The financing plan may be utilized in conjunction with new or existing individual bookings for departures on or after June 21. Available payment levels (based on the cost of the chosen voyage and stateroom category and predicated on credit qualification) are easily accessible to travel agents and consumers via Carnival’s reservations department. All bookings made with the ‘Carnival MasterCard’, including those involving discounts or upgrades via the ‘Carnival MasterCard Fun Rewards’ program, are fully commissionable to travel agents.
The online marketing battle between NextCard and Capital One continued during the week of August 21-27. According to the latest Nielsen/NetRatings survey, NextCard ranked as #4 and Capital One ranked as #9 among the top ten advertisers on the Internet for at-home surfers. NextCard reached 21.6% of the at-home audience by delivering 151 million ad impressions during the week measured. Capital One reached slightly more of the at-home audience, 22.2%, by delivering 71 million ad impressions or about half of NextCard’s ad volume. Meanwhile Capital One’s “How Fast do you want your credit decision?” banner ad ranked as #1 among at-home surfers and #2 among at-work users.
For the first time Internet credit card marketing ads dominated the list of the most viewed banner ads. Of the top ten banner ads viewed by at-home surfers for the week ending Aug 20, six of the spots included banner ads for credit cards issued by Capital One and NextCard. According to Nielsen//NetRatings, NextCard remains the most active online credit card marketer, delivering 168.9 million banner ads last week, for a 23% market reach. NetRatings says of 146.8 million consumers with Internet access only 64.4 million actually surfed the web the week of Aug 14-20. Ad response rates declined more than 6%. Based on NetRating’s current data it takes slightly more than 300 banner ad impressions to produce one click.
Top 10 Ad Banners Viewed At-Home (week of Aug 14-20)
Advertiser Reach % Creative
1. Capital One 10.2 How FAST do you want your credit decision?
2. MSN/WebMD 9.7 Summer is here. Get healthy.
3. Bonzi Software 7.2 Warning: Your Internet Connection Is Not Optimized.
4. ClassMates 6.0 Do you know this person?
5. AmeriDebt 5.4 Danger! Bill Problems?
6. Capital One 5.3 0% Intro. Not just another pretty card.
7. Next Card 5.2 Rates as low as 2.9% Intro.
8. Next Card 5.1 How low does your VISA APR go?
9. Next Card 5.1 Susan saved $256, Paul pocketed $578.
10. Next Card 5.1 9.9% Ongoing APR.
Capital One again dominated banner advertising on the Internet last week. According to Nielsen/NetRatings tracking for the week of Aug 7-13, Capital One ranked as the #1 most viewed banner ad at-home and the #4 most viewed banner ad among at-work users. The “How FAST do want your credit decision ad?” reached 7.6% of the a-home audience and 8.5% of the at-work audience. Citibank ranked #6 among at-work users with its “Big Credit Card Debts?” banner ad. Nielsen reported the average ad click rate for at-home surfers was 0.33% while at-work users responded to Internet ads with a 0.17% click rate.
The latest Internet tracking data shows that 52% of the U.S. home population is surfing the Web. Nearly 144 million people in the U.S. had access to the Internet from home during July, compared to 106.3 million a year ago, a growth rate of 35% over the past year. U.S. Internet users spent nearly ten hours a month online, an increase of 26% over the past year. Page views have doubled over the past year from 353 to 709 page views per month, According to Nielsen/NetRatings, lower prices for personal computers and competitive rates for high-speed Internet access has been driving the growth towards critical mass. Even though Web usage has increased, the number of sites people visit has dropped in the past year. This means that the barrier to entry is higher for new Internet ventures as companies vie for surfers’ attention. Nielsen/NetRatings says this underscores the power of branding online to amass a captive and loyal audience. Credit card marketing online continues to be among the most actively marketed products on the Internet. In the first half of 2000, MBNA added 500,000 new accounts via the Internet and expects 1 million new accounts to be added through this source in 2000. Among the top 25 advertisers: NextCard, Capital One, and Providian/Aria. Nielsen/NetRatings collects real-time data from more than 65,000 panel members which consists of 57,000 at-home users and 8,000 at-work users.
Top 25 Advertisers, At-Home
Advertiser Impressions (000) Reach %
1 TRUSTe 2,465,096 39.5
2 Microsoft 1,483,345 52.1
3 Yahoo! 1,054,654 40.1
4 AllAdvantage 822,747 8.9
5 America Online 631,260 44.1
6 Amazon 548,685 49.4
7 eBay 528,266 29.2
8 Casino On Net 446,592 24.6
9 Next Card 410,769 36.1
10 Ad Council 347,545 21.1
11 Barnes and Noble 325,537 36.3
12 Capital One 265,356 34.2
13 Enews 263,588 15.3
14 Gamesville 242,088 6.5
15 SexTracker 236,911 10.6
16 National Discount Brokers 222,538 5.4
17 Aria 202,636 22.9
18 Netscape 197,602 29.2
19 Uproar 191,716 22.2
20 E*TRADE 189,071 14.9
21 Lycos 174,678 10.6
22 uBid 170,080 29.4
23 Datek 168,955 7.1
24 Network Solutions 168,156 29.1
25 Pogo 166,441 6.2
Capital One continues to dominate online “viewed” credit card banner ads. For the week ending Aug. 6th, Capital One landed four of the top ten positions on the most viewed at-home banner ads. Meanwhile, NextCard delivered 76,399,000 banner impressions to reach 17% of the Internet marketplace. The top Capital One banners ads include: #4 “How FAST do you want your credit decision?”; #5 “0% Intro>>9.9% Fixed. Not just another pretty card”; #7 “How FAST do you want your credit decision?”; and #8 “Capital One VISA PLATINUM”. Citibank also placed in the top ten with its #6 ranked banner ad: “2.9% APR on balance transfers for 9 months”.The data are based on research conducted by Nielsen//NetRatings.
! Capital One continues to dominate credit card banner advertising on the Internet. For the week of July 17-23, Cap One captured three of the top ten slots in the top banner ads viewed at-home. However NextCard delivered nearly 72 million banner ad impressions during the week reaching 17.8% of the total Internet audience. According to Nielsen/NetRatings NextCard’s ads ranked #5 among at-work viewers and #10 among at-home surfers.
Top 10 Ad Banners Viewed At-Home
Advertiser Reach % Creative
1. Bonzi Software 7.6 Your Internet Connection Is Not Optimized
2. Capital One 7.2 How FAST do you want your credit decision?
3. ClassMates 5.5 Do you know this person?
4. E Term 5.5 Save 50-70% on Term Life Insurance
5. Capital One 5.1 How FAST do you want your credit decision?
6. Capital One 4.8 0% Intro>>9.9% Fixed.
7. Network Solutions 4.8 Want a Web Address?
8. Barnes and Noble 4.5 Save up to 90%
9. AmeriDebt 4.4 Danger! Bill Problems?
10. Next Card 4.4 How long does your VISA APR go?
Source: Nielsen/NetRatings, Week of July 17-23
NextCard and Capital One continue to dominate online credit card marketing. NextCard ranked #10 among top advertisers during the week of July 10-16. NextCard delivered 63.5 million banner ad impressions during the period, reaching 17.7% of the total Internet audience. NextCard was the only card issuer to make the cut for the top ten according to Nielsen/NetRatings. Meanwhile Capital One scored the #1 ranking as the most viewed banner ad among at-home web surfers. Cap One’s “How FAST do you want a credit decision?” banner ad reached 7.3% of the at-home audience. A banner ad for Providian’s ‘Aria’ card products placed #7 on the at-home list. Among at-work surfers, Cap One’s “FAST” banner ad ranked #3, reaching 10.9% of the at-work audience. Citibank, for the first time, made the cut for most viewed banners. Citi’s “Get out of debt” credit card ad ranked #9 among at-work viewers and Citi’s “Transfer high interest credit cards” banner ad ranked #10 among the same audience. Nielsen/NetRatings says the average click rate for top banner ads is 0.32% for at-home users and 0.16% for at-work users.
U.S. consumers spent an estimated $8.28 billion online in the second quarter of 2000, up from $7.04 billion in the first quarter. The surge was led by nearly 20% quarterly growth in the travel services sector and a 13% increase in online auctions. The research released this morning also found that consumers spent an additional estimated $15 billion by phone and in stores as a result of shopping online. This ratio of $1.74 spent offline for every dollar spent online is down from $1.95 for every dollar in Q1 and $2.34 for every dollar in Q4 1999. The survey, part of the Harris Interactive ‘e.commercePulse’ study, was conducted online with 97,633 adult online users in April, May and June.
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.
Capital One took the #1 spot on the Nielsen//NetRatings report for the week of June 26 to July 2. Cap One’s “How FAST do you want your credit decision? banner ad achieved a 9.3% reach among banner ads viewed at-home and a 14.7% reach among banner ads viewed at-work. Banner ads for Providian’s ‘ARIA’ credit card brand came in at #4 among at-home surfers and ranked #3 among at-work surfers. NextCard continued to make the top ten list of advertisers at-home and at-work. NextCard delivered more than 117 million ad impressions to at-home viewers and nearly 90 million ad impressions to at-work viewers.
Nielsen//NetRatings: Top Five Ad Banners Viewed (at-home)
June 26 – July 2, 2000
Advertiser Reach % Creative
1. Capital One 9.3 How FAST do you want your credit decision?
2. Bonzi Software 7.8 Warning: Your Internet Connection Is Not Optimized
3. Crutchfield 7.4 Woofers, tweeters, and amps
4. Aria 6.3 Instant Approval — Instant Savings — 0% Intro APR
5. AmeriDebt 5.2 Danger! Bill Problems? We Can Help You Save $!