AM: IAB publishes a new study with GOOD news..
Following is information on a study just published by the IAB. As this
is an important piece, I am passing it along in its entirety..
Also, this feed comes courtesy of Phillips Publishing; a local newsletter
publisher and entrepreneur. "Subscribe" info. can be found at the end
of this story-
New IAB Study Proves Effectiveness Of Online Ads
In what should be a much-needed push to Web-shy advertisers, a new
study by the Internet Advertising Bureau (IAB) found online banner
advertisements communicate with consumers as effectively as ads in
traditional media. A single exposure to an online banner ad can
increase brand awareness, intent to purchase and advertisement
awareness, according to "The IAB Online Advertising Effectiveness
Study" released last week.
The study, commissioned by the New York-based IAB and conducted in
June by advertising research company Mbinteractive, revealed that 60%
to 70% of Web users are in favor of Web, TV and print advertising.
Consumer loyalty to a product increased by an average of 4% after one
exposure to the 12 brands included in the study.
"This [study] is a big development for the business," says Ted West,
executive vice president, development at Softbank Interactive
Marketing. Online publishers should make sure their sales staff
understands the study and works the results into their meetings with
agencies and advertisers, West says. Click-through rates don't
necessarily lead to brand enhancement, according to the study.
Exposure to a banner ad was responsible for 96% of brand enhancement,
while a click-through led to just 4%. That figure should please online
publishers opposed to the click-through model, in which advertisers
pay based on the number of times consumers click on an ad instead of
overall impressions delivered.
The study was conducted simultaneously using 12 highly trafficked and
diverse Web sites: CNN Interactive, CompuServe [CSRV], ESPN
SportsZone, Excite [XCIT], GeoCities, HotWired, Looksmart, Lycos
[LCOS], MacWorld, National Geographic Online, People Online and ZDNet.
The 16,758 Web viewers who participated looked at banner ads on a
specially created page in the sites. Within one week, they received an
email that tested their recall ability and impact of the
advertisements' brand message.
Industry executives took a cautiously optimistic view of the findings.
"I think [the study] will help, but I don't think it's going to open
the floodgates," says Sarah Chubb, director of New York-based CondeNet
(Swoon, Epicurious Travel). Advertisers won't be totally sold on the
Web until a reliable audience measurement standard is developed, Chubb
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Hottest Site On the Web for Twenty-somethings, Just Got Hotter
WILLIAMSTOWN, Mass.--(BUSINESS WIRE)--Sept. 30, 1997--
Helped By The Best Technology Infrastructure For A Community Site, Memberships Breaks 500,000
Barrier And Advertisers Dig Deeper In Their Pockets To Reach Highly Sought After Demographic
Tripod (www.tripod.com), the hot destination site on the Web for the GenX community, has gotten even
hotter in the past four weeks as a record number of new members joined, sending total membership hurtling
past the 500,000 mark.
In the four-week period ending September 29, 70,000 new members joined Tripod.com, beating the previous
four-week record by more than 20,000. Even before the jump in new members, Tripod was ranked as the 19th
most visited Web site by PC Meter. The flurry of activity reinforces Tripod's increasingly central position as the
gathering place for 18-34 year-olds seeking online community. That pivotal role has also led a slew of new
blue-chip advertisers to flock to Tripod: Chrysler, Ford, Fidelity, Columbia Tristar, and others.
Mitch Arnowitz firstname.lastname@example.org Advertising/Marketing Discussion Group
Business Development http://netpreneur.org/connect/am
PKW Netpreneur Program v 703.620.8971
http://netpreneur.org f 703.620.4102