Friday, July 16, 2004
Search-Style Ads Lift Brand Awareness, Study Says:
"By Janis Mara | July 15, 2004
Contrary to generally held industry beliefs, sponsored text advertising does work for a number of branding objectives, according to a massive study by the Interactive Advertising Bureau (IAB) and Nielsen//NetRatings released Wednesday.
The study was done online with more than 10,500 participants using a controlled experimental design. It measured the brand impact of sponsored and contextual listings in the health, auto, beverage, electronics, retail and finance industries.
On average, respondents were 27 percent more likely to name a specific brand if it was in the top spot on the search results page, according to the study. Contextual listings -- text ads on non-search pages -- caused a 23 percent lift among respondents..."
"By Janis Mara | July 15, 2004
Contrary to generally held industry beliefs, sponsored text advertising does work for a number of branding objectives, according to a massive study by the Interactive Advertising Bureau (IAB) and Nielsen//NetRatings released Wednesday.
The study was done online with more than 10,500 participants using a controlled experimental design. It measured the brand impact of sponsored and contextual listings in the health, auto, beverage, electronics, retail and finance industries.
On average, respondents were 27 percent more likely to name a specific brand if it was in the top spot on the search results page, according to the study. Contextual listings -- text ads on non-search pages -- caused a 23 percent lift among respondents..."
Comments:
Post a Comment
