IQ News: : NextCard Hawks Internet-Only Visa With Multiple Banner Ad Executions

San Francisco-based NextCard, providers of the self-proclaimed
“Internet-only Visa,” logged 490 million ad impressions in January, according to Seattle-based Web measurement firm AdRelevance. In fact, the four-year-old NextCard is already one of the largest Web advertisers today, rivaling Ameritrade and Amazon.com in the number and frequency of online ads. The strategy of hitting consumers with varying creative across many Web sites appears to be the trend when it comes to trying to break free from the clutter of banner advertising. Indeed, AdRelevance’s Intelligence report found that a third of advertisers used 5 or more executions, while 12 percent used 20 or more. Maybe the majority of advertisers who use one to two executions have already moved on to rich media advertising.–Kipp Chen