Re: ONLINE-ADS>> HotWired study

Ivan (egben_at_dockside.co.za)
Tue, 7 Jan 1997 22:09:03 +2000

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On 7-Jan-97 Rod wrote,

HotWired 1996
> > Advertising Effectiveness Study
> >
> > A BRIEF SYNOPSIS

>
> http://www.hotwired.com/brandstudy/
>

This is exactly the type of research so badly needed by publishers
and advertisers alike, and hot-wired is to be congratulated for
conducting it and publishing the results.

Can we now put to bed the erroneous notion that CTR is the only way
to measure banner advertising?

I quote from the study's conclusions:

Quote begins ------------------------

Q: Does the ad banner have the ability to build awareness and drive sales?
A: Yes.

Consumer Loyalty scores (a measure of the likelihood that a
consumer will choose a particular brand for their next purchase)
increased between exposed and control cells demonstrating the power
of the ad banner to increase the bond between consumer and brand in
a manner that is likely to drive sales.

The impact of a single Web banner exposure on the Consumer Loyalty
ranged from a 5 percent increase to over 50 percent.

The effect of the first exposure on the Web has a strong immediate
effect on the brand - increasing potential Consumer Loyalty by
increasing the brand's Presence (the Presence level comprises not
just an active awareness of the brand, but an active awareness of
the brand promise defined by an acceptance or rejection of the notion
that the brand is relevant to the individual's needs) and positively
impacting perceptions of the brand's personality as well as
differentiating it from its competition.

End Quote --------------------------------------

And further:

Begin Quote ................................................

Q: Can click-through be used to estimate the value of ad banner
exposure?
A: No. Click-through rate did not predict the brand
building impact of the ad banner exposure.

End Quote ..................................................

Another finding is that banner advertising is more powerful than TV
or print.

The implications of the study are momentous. It was conducted by an
independant research company with sound methodology.

The study is copyright 1996 The HotWired Network. The quotations
above are for review purposes.

Ivan Weltman

TUDOGS: The Ultimate Directory Of Gratis Software.
http://www.tudogs.com

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