Re: Rich media/Broadband advertising effectiveness

From: Rosanne Kim <rkim_at_unicast.com>
Date: Thu 13 Jul 2000 11:49:37 -0700

ALEX KLEINMAN <AlexKleinman1_at_aol.com> WROTE:
> Anyone know of any research that's been done examining
> the relative effectiveness of various types of rich
> media ads/ broadband ads in terms of CTR, conversion
> rates? The idea would be to determine what features are
> most successful at driving revenue.

You might be interested in a recent Millward Brown
Interactive research study that compared the
effectiveness and acceptance of SUPERSTITIAL ads to
traditional banners and streaming interstitials. The
study found that SUPERSTITIAL ads are up to three times
more effective than other ad formats in achieving
advertisers' and Web sites' respective online
advertising goals. At the same time, MBI found that
SUPERSTITIAL ads on the whole are perceived more
positively by Web users than other formats. The full
study is available online:
http://www.unicast.com/about/unicast.pdf . Also, in
terms of ctr, SUPERSTITIAL campaigns on average range
from 4% to more than 40% CTR across different
verticals, compared to the current average ctr for
banners which is 0.3%.

Hope this was helpful.

Best,
Rosanne Kim
www.unicast.com





Received on Thu Jul 13 2000 - 13:49:37 CDT