Study: Non-clickable banners can work

From: John Charlesworth <jcharlesworth_at_bellacoola.com>
Date: Sun, 14 Feb 1999 22:02:39 -0600 (CST)

As a strong advocate of measuring banner
viewership/click-thoughs/ROI, I found something very
surprising today.

A recent study of 1357 people conducted by the New York
Times attempted to measure the attitudinal shift of New York
voters based on banner ad exposure.

Even though none of the people who saw the ads actually
clicked on them, the results show a 7% change in voter
preference based on whether people had been exposed to the
banners or not (confidence interval of +/- 3%, 19 times out
of 20).

What was surprising was the credibility that this study
makes for the "brand-building" aspects of an online
advertising campaign; i.e. that the value of a banner can
well exceed that measurable by click-throughs and subsequent
"actions".

In the past, many have alluded to this effect, but (for me)
this is the first time that I've seen hard numbers using the
online medium.

The study is called E-Voter 98 and you can read all about it
at: http://www.e-voter98.com/ and
http://www.zdnet.com/devhead/stories/articles/0,4413,2200974,00.html

The banner ads themselves are viewable at:
http://www.zdnet.com/zdnn/special/javascript/vallone/poliad0.html

Cheers,
.../j
---------------- <mailto:jcharlesworth_at_bellacoola.com> ----------------
John Charlesworth, President BellaCoola Software Corporation

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Received on Mon Feb 15 1999 - 09:08:24 CST