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Internet Branding with Banners...How Reliable is it?�Depends on whom you ask.� Last week the IAB announced its findings from an online advertising effectiveness study� conducted across 12 Web sites with 16, 758 respondents.� The test, conducted in June by MBinteractive, challenges the notion that Internet ad banners do not deliver messages as well as print and broadcast media.� The IAB concluded that online advertising has the "same communication power as traditional media."� The findings, based on experimental design where one group is exposed to a test ad and one group� is exposed to a control ad, are sure to stir debate among those with differing opinions.� The IAB found:��
Another important finding from the IAB showed that click-through only accounts for 4% of ad awareness, ad banner exposure captured 96% of ad awareness. However, Forrester Research concluded that until 2001, direct marketing on the Web will be more effective.� Forrester interviewed 50 advertisers who spend over $100 million annually on overall advertising.� These advertisers consider Web advertising to be highly inefficient compared to all other media, except billboards.� 60% of those interviewed spend less than $500,000 annually on brand awareness campaigns.� Bill Doyle, senior analyst and author of the report, expects that figure will reach $8 billion by 2002. |
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