Re: Measuring the Branding Impact of Online Ads
Tom Stevenson <c-Tom.Stevenson_at_atlasdmt.com> wrote:
>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.
Many thanks for the reference, Tom - but where have
you been? These results should be shouted from the
roof tops!
If I may summarise:
1. The Web Advertising lifted sales by 10%
2. Only 20% of this lift was generated by click-thrus
3. 80% of the lift was from people who saw the
advertising but found their way to the advertiser's
site without clicking on the ad.
Note that this is consistent with the Engage/Double-Click
study that found that 62% of people found their way to
the advertisers site more than 30 minutes after seeing
the ad. (These are more likely to be eventual buyers)
Ivan Weltman
http://www.tudogs.com
Received on Thu Dec 20 2001 - 15:45:01 CST
