re: ONLINE-ADS>> Banner Ads and I-Way Robbery

Hal Pawluk (pawluk_at_sprynet.com)
Thu, 23 Jan 1997 15:36:30 +0000

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Geoff Isaac wrote:
> How can you ignore all the new work being produced ...

I'd say: "Quite confidently" if your McDonald reference is anything like
the Millward Brown study commissioned by HotWired you mentioned in your
earlier message.

>From what they've posted at http://www.hotwired.com/brandstudy/ I don't
think they proved anything at all.

Based on a single exposure to a banner ad, they conclude:
- a single Web banner exposure can increase Consumer Loyalty by 5-50%.
- awareness can be increased 12-200% by this single exposure.
- and various other heavily-qualified and unquantified things.

The high numbers are probably accurate (as numbers) but meaningless,
since some of the advertisers had never advertised on the Web before and
may have never advertised anyplace before. Since the site tells you
virtually nothing about the methodology and the base data, I've asked
for the full study to see if I can determine whether this is the case.

I think the really telling statement in their conclusions is:

"However, in comparison to television advertising,
consumer reaction to Web ads appears to be
biased toward positive but passive engagement."

I read that as telling me that the respondents remembered the ad but
weren't impelled to do anything about it. Short-term, they may even
have remembered the name of the advertiser if this was an unprompted
study (no methodology provided on the site). If so, and based only on
the info I've seen so far, I'd be inclined to call the results "Noticed"
scores like a Starch Study rather than effectiveness scores.

What do you think?

DISCLAIMER: I have no vested interest in any media; I'm just
interested in seeing that clients get value for their money.

PS: It took me forever to find this Millward Brown info and I never did
find anything on the Colin McDonald study. It would be helpful if you
included links to your supporting references. Thanks.

--

Hal       http://www.pawluk.com/
          Feel free to add a link.
If it doesn't go for the throat it's not marketing, it's an ego trip.
--

Hal       http://www.pawluk.com/
          Feel free to add a link.


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 Next in thread: Glenn Barry: "Re: ONLINE-ADS>> Banner Ads and I-Way Robbery"

       

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