MAM
Fortune 500 online advertising grows six per cent
NEW YORK: The latest AdRelevance research from Nielsen//NetRatings, which claims to be the global standard for digital media measurement and analysis, reveals that 286 Fortune 500 advertisers launched an online advertising campaign during the last quarter of 2002, as compared to 270 the year prior, showing a six per cent year-on-year increase.
VP client analytics, Nielsen//NetRatings Charles Buchwalter said, “Fortune 500 advertising has grown steadily in the past year, as large traditional advertisers are discovering how the online medium can be used to reach desirable target audiences. The stage is set for the Web’s share of these companies’ marketing budgets to increase throughout 2003. A varied group of Fortune 500 online advertisers comprised the top ten list, indicating that interactive media has made an impact across many industries. After a challenging two-and-a-half years for the online advertising market, the increasing involvement of the US’s largest advertisers provides a much-needed shot in the arm to the online medium.”
Amazon.com, ranked No. 492 on the Fortune list, peaked as the top online advertiser in Q4 2002. Amazon recorded 12.2 billion ad impressions during the busy holiday season. Cosmetics company Estee Lauder ranked number 360 on the Fortune 500 list, claimed the No. 2 spot with 9.5 billion impressions, while USA Interactive posted seven billion impressions for the quarter. SBC Communications and Barnes & Noble rounded out the top five with six and 5.8 billion impressions served, respectively.
Rich Media Advertising Scores with Fortune 500 Companies: Half of the top rich media advertisers last quarter were Fortune 500 companies. Hewlett-Packard, ranking No. 28 on the Fortune 500 list, led the way with more than three billion impressions using rich media . SBC Communications, another top 30 Fortune 500 company, came in as the No. 2 rich media advertiser with 1.5 billion impressions. Of the top ten rich media advertisers, Cassava Enterprises, owner of Casino-On-Net.com, was the only pure Internet-based business. Additionally, only two of the top 10 rich media advertisers appeared in the top 10 in 2001, suggesting that rich media is still in the process of being discovered by more advertisers.
Buchwalter added, ” Rich media allows Fortune 500 advertisers, who are used to the live-action and emotion-packed delivery of television, to bring similar messages across media to the online space. The growing presence of traditional companies employing rich media technologies suggests that large offline players like what they see online and are experimenting with new ways to get their messages across.”
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR:Â Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
