Four Individual Studies Provide
Extensive Data on The Effectiveness of Internet Advertising As A Branding Tool
For Marketers On The Web
New York, July 18, 2001 - In a joint presentation of research studies, the
Interactive Advertising Bureau (IAB), and member companies DoubleClick Inc. (NASDAW:DCLK)
and MSN today unveiled their separate studies on the effectiveness of branding
on the Internet at a press conference in New York City. Additionally, CNET
Networks Inc. (NASDAQ:CNET) today released information from a study done with
Millward Brown Intelliquest.
All three research efforts examined the brand effectiveness of online
marketing units including the Interactive Marketing Units (IMUs), for which
the IAB issued voluntary guidelines in February of this year. The IAB and MSN
studies were fielded by Dynamic Logic; DoubleClick's study was conducted by
Diameter.
The overall takeaway from each study reinforces the fact that online
advertising can be used effectively for branding. Some highlights from the
three studies presented in New York include:
"The IAB study would not have been possible without the cooperation of
our member partners - iWon, MSN, Snowball and CNET Networks, and their
advertisers, Bristol-Myers Squibb Company, uBid.com and Genuity among others.
It is especially important for the industry that DoubleClick and MSN have
chosen to present their own findings along with the IAB's, reinforcing all of
our commitment to proving interactive advertising works," Webster
concluded.
The IAB study, conducted by Dynamic Logic, found that the new larger
ad units (IMUs) are 25% more effective in lifting key brand metrics such as
brand awareness and message association - even at one exposure. The research
also shows that additional exposures significantly increase persuasion metrics
such as purchase intent. The research was based on 8750 respondents, four
advertisers and 12 creative units.
Details of the study can be found at www.iab.net.
The goal of DoubleClick's online marketing effectiveness study was
to determine the impact of various online marketing tactics on traditional
brand marketing goals. The study reveals that like traditional marketing, the
Internet is an effective tool for enhancing brands in the minds of consumers.
Across each online marketing unit tested, traditional brand measures including
brand awareness, aided advertising awareness, ad attribute recall, and ad
recall increased considerably.
"This comprehensive study provides marketers with evidence that just
like offline marketing, the Internet has positive effects on brand
building," said Barry Salzman, president, DoubleClick Global Media.
"As an industry we must begin to embrace new sizes, formats and page
implementation methods as complimentary tools for reaching traditional brand
marketing objectives."
The study, conducted by Diameter, a division of DoubleClick, measured the
impact of various online ad formats, sizes and methods of implementation on
traditional brand marketing goals. Twenty five sites including Dilbert,
FreeEdgar, iWon, and iVillage, participated in the test as well as three brand
advertisers, Unilever's Salon Selectives brand, British Airways and Homestore.
Diameter used an experimental research design test and control methodology.
The study carries a high level of statistical significance with 153,455 total
survey respondents.
"Without a doubt, the interactive potential of these new, larger ad
units engages consumers in ways no other medium delivers," said Jed
Savage, director of national sales for MSN at Microsoft Corp. "When used
with MSN enriched ad technology, the new units are two to three times more
effective in increasing message association than standard banners."
Working with Dynamic Logic, MSN tested two campaigns with different
creative formats and sizes for two advertisers, uBid and ShareBuilder. The
study found that the Skyscraper creative size worked best, lifting brand
awareness by 16% -- four times the average lift among all campaigns that
Dynamic Logic has tested. The study also found that interactive DHTML units
lifted awareness by 13%, greatly outperforming the Dynamic Logic average and
doubling the performance of the non-interactive creative in the campaigns.
In summary:
Ad Size: The IAB, DoubleClick and MSN studies converge on the point
that the standard 486x60 banner is effective in branding and that bigger is
better. The results, as one would suspect, range from one advertiser to the
next and for the Skyscraper and Large Rectangle average around 40% better
branding (for a single ad exposure) compared to a brand baseline.
New technologies: Flash and DHTML hold the most promise. The
DoubleClick study measured GIF, Audio, Video, and Flash. They found that
Audio, Video, and Flash improved the effectiveness of these larger ad units
above and beyond standard animated Gif images. In DoubleClick's study of three
advertisers, they found that Flash increased branding metrics by an average of
71%. The MSN study measured Gif, Flash and interactive DHTML ad units. Across
the two advertisers MSN measured, they found that Flash increased brand
awareness and message association by 15% while DHTML increased the same
metrics by 19%.
Ad position: The DoubleClick study addressed ad positions from on
the page, to pop-up over the page, to interstitial in the transition from one
web page to the next. The DoubleClick study suggests that interstitials work
as much as 194% better at boosting brand awareness and recall.
The studies are unanimous that the Skyscraper and Large Rectangle ad units
provide greater value for the advertiser. Furthermore, advertisers can get
even more value by using Rich Media technology such as Flash and DHTML. And
finally, interstitial ads can add substantially to online branding
effectiveness. For further information about the effectiveness of digital
marketing in moving people down a path to brand preference and purchase
consideration, please see complimentary research announced today by CNET
Networks, Inc. (NASDAQ:CNET).
About the IAB About DoubleClick Inc. About MSN About Dynamic Logic # # #
Contact:
Stu Ginsburg DoubleClick MSN Dynamic Logic
"One of IAB's primary goals is to foster the use and acceptance of
interactive advertising and marketing by providing proof of the medium's
effectiveness," said IAB President and CEO Robin Webster. "The IAB
ad effectiveness study, which we have unveiled today, is another demonstration
of the branding power of online advertising. While the overall results from
the three tests overwhelmingly reinforce the effectiveness of the IMUs, each
test offers differing results based on the strength of the creative.
Founded in 1996, the IAB is the industry's leading online advertising
association. Its activities include evaluating and recommending standards and
practices, fielding research to document the effectiveness of the interactive
medium and educating the advertising industry about the use of interactive
advertising. Membership includes companies that are actively engaged in the
sale of interactive advertising.
DoubleClick is building the infrastructure that makes marketing work in the
digital world. Combining media, data, research and technological expertise,
DoubleClick allows marketers to deliver the right message, to the right
person, at the right time, while helping Web publishers maximize their revenue
and build their business online. DoubleClick Inc. has global headquarters in
New York City and maintains 37 offices around the world.
MSN is the world's most popular destination on the Web, attracting more than
230 million visitors per month. Available in 33 markets and 17 languages, MSN
provides consumers with their home on the Web -- where they can get everything
they need from the Web and make the most of their time online. MSN is a world
leader in delivering Web services to consumers and digital marketing solutions
to businesses worldwide. MSN is located on the Web at http://www.msn.com/.
Dynamic Logic is the online research company that pioneered online advertising
measurement "Beyond the Click." The company's AdIndex product
provides online advertisers, ad agencies, and publishers with crucial
information regarding the branding effectiveness of their specific online
advertising campaigns. In doing so, Dynamic Logic helps its clients quantify
the impact and ROI of ALL impressions served, not just that 1% on which people
click. Dynamic Logic's clients include Citibank, Foote, Cone & Belding,
Intel, iVillage.com, J. Walter Thompson, Kimberly-Clark Corporation (Kotex),
Microsoft, Nabisco, New York Times Digital, Ogilvy & Mather, Procter &
Gamble, Sara Lee, Travelocity and Young & Rubicam.
FAVA PR
(917) 206-3088 - cell
(917) 554-0724 - phone
sginsburg@iab.net
Gia Rokeach
DoubleClick Inc.
(212) 381-5486
grokeach@doubleclick.net
Stefanie Schlect
MSN
(425) 705-4606
stefas@microsoft.com
Michelle Robertson
The MWW Group
(212) 827-3748
mrobertson@mww.com