IAB report |
Summary | Conclusion |
Internet Advertising Bureau studies the Internet advertising
effectiveness from Jan. 1 to June 30, 1997, simultaneously across twelve leading
Web sites: CNN, CompuServe, ESPN, Sports Zone, Excite, Geocities, Hotwired, Looksmart,
Lycos, MacWorld, National Geographic Online, Pathfinder and Ziff-Davis.
Internet advertising has tremendous communication power:
Single exposure can generate in
- Advertisement awareness: An additional exposure to the advertisement boosted
advertisement awareness by 30% on average (from 34.0% to 44.1 %), statistically significant
at the 95% confidence level.
- Brand awareness: Across the 12 brands tested, an increase of 5%, on average,
in awareness of the brands (from 61% to 64%) was observed
- Product attribute communication: Internet advertising provides significant brand
- Since each of the 12 brands studies had varying creative objectives,
the research investigated attitudinal shifts on a brand-by-brand, questionnaire
- Six of the twelve Web ad banners meet statistically significant threshold
of 90% on brand perception items
- Five out of six demonstrate clear positive change while the sixth shows a
polarization of positive and negative attitudes, with a positive net effect on purchase
- In general, Internet advertising can positively impact brand perceptions.
- Product intent: A positive increase for nine of the twelve brands tested was observed.
On average, Consumer Loyalty increased 4% across the twelve brands tested after only one
Nearly all of the impact measured was generated without a
'click-through' to the
advertiser's site,-proving the power of the ubiquitous banner.
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