Wednesday, July 28, 2004
IAB Issues New Research From Nielsen//Netratings On Branding Value Of Sponsored Text Advertising
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"Top Position Text Ads Lift Unaided Brand Awareness by 27 Percent
New York, NY (July 15, 2004) � IAB and Nielsen//NetRatings today presented innovative research that demonstrated the effectiveness of sponsored text advertising in moving brand marketing metrics within the online advertising environment. The IAB Search Engine Effectiveness Committee commissioned Nielsen//NetRatings� �Internet Search Brand Effectiveness Research,� project, which studied brand impact of text and search advertising for leading brands from the Health, Auto, Beverage, Electronics, Retail and Finance industries. The research was presented at the first IAB Search Road Show stop in Los Angeles
The study demonstrated that sponsored text advertising in the search environment works for an array of branding objectives. Sponsored text ads, much like the standard image based ad, had their biggest impact on �unaided brand awareness,� especially where a brand held the top position on search results pages. On average, when respondents were asked to name a specific leading brand within a tested industry, they were 27 percent more likely to name the brand displayed in the top spot compared to a control group not exposed to the ad. For the articles pages (pages containing contextually targeted text advertising), the text ad caused a 23 percent lift among respondents that saw the ads..."
:
"Top Position Text Ads Lift Unaided Brand Awareness by 27 Percent
New York, NY (July 15, 2004) � IAB and Nielsen//NetRatings today presented innovative research that demonstrated the effectiveness of sponsored text advertising in moving brand marketing metrics within the online advertising environment. The IAB Search Engine Effectiveness Committee commissioned Nielsen//NetRatings� �Internet Search Brand Effectiveness Research,� project, which studied brand impact of text and search advertising for leading brands from the Health, Auto, Beverage, Electronics, Retail and Finance industries. The research was presented at the first IAB Search Road Show stop in Los Angeles
The study demonstrated that sponsored text advertising in the search environment works for an array of branding objectives. Sponsored text ads, much like the standard image based ad, had their biggest impact on �unaided brand awareness,� especially where a brand held the top position on search results pages. On average, when respondents were asked to name a specific leading brand within a tested industry, they were 27 percent more likely to name the brand displayed in the top spot compared to a control group not exposed to the ad. For the articles pages (pages containing contextually targeted text advertising), the text ad caused a 23 percent lift among respondents that saw the ads..."
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