Continuing their upward trend, online display impressions jumped in July to 102.9 billion, up from 97.1 billion in June, 93.1 billion in May, and 91.4 billion in April, according to Nielsen/NetRatings, reports MediaPost. MySpace alone accounted for 10.8 percent of ad impressions in July, its popularity surging from 7.9 percent of impressions in June and 6.3 percent in May. Yahoo Mail and MSN Hotmail's share of impressions decreased to 7.6 percent and 6.9 percent, respectively, in July, compared with 8.1 percent and 8 percent, respectively in July 2004.

Automobile ads accounted for 4 percent of impressions in July, up from 3 percent last year. General Motors ads had the most impressions among car manufacturers, with 1.229 billion, and an estimated spending level of $7.179 million.

GM's online advertising accounted for 27.9 percent of all car ad impressions, up from 17.5 percent in July of 2004. Toyota accounted for 19.3 percent of online display ads for cars in July, up from 13.5 percent in July 2004. DaimlerChrysler, with 26.6 percent in July last year, accounted for 16.6 percent in July. Ford's share of impressions soared to 13.5 percent of car ads, up from just 5.3 percent. Hyundai too increased its advertising last month, accounting for 5.7 percent of online car ad impressions, up from 0.3 percent in July 2004.

Financial services ads remained steady compared with the year-ago period, at 21 percent of all ad impressions; web media impressions dropped to 18 percent from 22 percent; retail goods and services stayed unchanged at 14 percent; telecommunications ads accounted for 10 percent, up from 8 percent in July 2004; public services were up to 9 percent from 5 percent last year.

Also in July, New York Times Co. had the most online ad impressions (704.5 million) among the top 10 consumer goods advertisers, according to Nielsen/NetRatings, reports Internet Retailer. It was followed by Hydroderm Beverly Hills, 662.8 million ad impressions; Coca-Cola Company, 339.9 million; L.L. Bean, 174.2 million; Procter & Gamble, 148.7 million; Altria Group, 121.4 million; PepsiCo, 102.9 million; Unilever, 94.0 million; Limited Brands, 93.6 million; and General Mills, 88.7 million.