Re: ONLINE-ADS>> Web beats TV for brand awareness?

Steven Heath (Steven_Heath_at_grey.net)
Thu, 25 Sep 1997 17:59:32 -0700

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>
> I'd like to know your thoughts on the study by IAB that found brand
> awareness for web banners to be 12% vs 10% for TV and 19% for print...
> Could this validate the CPM model and debunk the Cost Per Click theories?

I am not sure if it was this survey or another similar that I recalled
reading about the time delay in testing "recall rate".

With TV the delay in testing recall was 24 hours whereas for the banner ad
it was only 1 hour.

This would allow some doubt as to if this was an equal comparision or not.

Steven Heath
General Manager - Western Division
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

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• Next message: MGB: "Re: ONLINE-ADS>> Viewing ad may be more valuable than click-thru"
• Next message: Mark Dolley: "Re: ONLINE-ADS>> Web beats TV for brand awareness?"
• Archive Home Page
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• Previous message: Rick Bruner: "ONLINE-ADS>> PowerAgent Dead"
• Maybe in reply to: Oliver Willis: "ONLINE-ADS>> Web beats TV for brand awareness?"
• Next in thread: Mark Dolley: "Re: ONLINE-ADS>> Web beats TV for brand awareness?"

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