Nielsen/NetRatings compiled a webads spendings ranking thanks to data provided by AdRelevance. Though Nielsen/NetRatings´ last podcasting/blogging/advertising .pdf report legitimately provoked a little uprise amongst bloggers (see for instance: Loic Le Meur, Robert Scoble, Frank Barnako) for its lack of podcasting spirit acumen, I believe several things were rather interesting in this release.

What I´d like to point out to show not only crap is issued in Nielsen/NetRatings´ last podcasting/blogging/advertising .pdf report is its interesting Top 10 Advertisers by Estimated Spending table. Not that I feel like analyzing which kind of company would be most likely to waste its marketing budget online, but I believe Nielsen NetRatings´table lacked a Cost per Impression column. So I added it:

What may be drawn down from this table is that online advertising campaigns are largely optimizable: for instance, NextTag spends 10% more than Skype in online promotion, but generates about 3 times the impressions Skype advertising campaigns do. These are undoubtedly figures e-advertising professionals should study thoroughly to make sure they understand the way online spendings ROI could be optimized.

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