Re: Measuring the Branding Impact of Online Ads
Ivan Weltman <ivan_at_tudogs.com> wrote:
>My suggestion is that tightly controlled experimental
>designs be used in selected markets in which exposure
>from a range of media can be confined. The research
>design should measure pre/post increment in awareness
>and attitude. Media can then be meaningfully compared
>in terms of cost of achieving goals. Media could be:
>Local TV; Newspapers; Radio; Opt-in email;
>Online Banners, Text Ads, Pop-ups and pop-unders.
>
>An experimental design eliminates the effect of all
>variables except the one(s) being measured.
>
>Frankly I'm surprised that big ad spenders like P&G
>haven't done this already!
Response:
P&G actually has done a study on this! There are two
relevant links you will want to check out at
http://atlasdmt.com/insights/dm.asp . They are
the "Proof That Online Advertising Works" link, and
"Proving Branding Effect of Web Advertising". The
first includes highlights from a combined report
from P&G and IRI (online effect on offline purchases),
a scientific "lift" test by Atlas DMT, and survey
results for brand recall. The second goes into more
detail about the lift of the test group compared to
the control group for Atlas DMT's branding test.
Tom Stevenson
http://www.atlasdmt.com/
Received on Thu Dec 20 2001 - 11:53:21 CST
