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Sponsored text advertising increases brand awareness by 27%, according to study findings released Wednesday by the Interactive Advertising Bureau and Nielsen//NetRatings......For contextually targeted advertising, the text ads had a 23% lift among respondents who viewed the ads.......
Ads appearing in the top position of a search engine increased an aggregate of all the brand metrics measured by an average of 14%, compared with results from ads in the fifth position, which only showed a marginal lift.
The IAB study was sponsored by Ask Jeeves, Google, ING, Lycos Search and Overture.
Full Article [btobonline.com]
Interesting stats....but you have to note who is sponsoring the study, and what they stand to gain.
Interesting stats....but you have to note who is sponsoring the study, and what they stand to gain.
I expect the numbers are valid. But they are presented in a vacuum. What are the corresponding stats for banners, tiles, skyscrapers, etc.?
Keeping your identity in front of prospective customers before they are actively looking to buy is effective branding no matter how you do it. When they go to buy, they recognize the name. From a list of otherwise anonymous search results, they will opt for familiarity.
