Branding With Banner Advertising
US online Banner Advertising Rate generated $ 1.3 billion in the first three quarters of 2006, according to the Internet Advertising Bureau, IAB. The report predicts that the total figure for 2006 will surpass $ 2 billion when the fourth-quarter revenue is incorporated. Banner ads remained the most popular form of online advert, representing 53% of the market, followed by sponsorship, 30%. The report was conducted by the New Media Group of Price Waterhouse Cooper for the IAB. The findings are based on a survey of 200 companies with over 1,200 websites.
One third of consumers have changed their perception of a brand because of online advertising, according to a study by Cyber Dialogue. The study found that over 50% of users followed online shopping, with offline purchasing indicating that online branding campaigns affect offline sales.
After an initial viewing, consumers are as likely to remember a banner ad as a TV commercial, according to a study conducted by the US advertising research company, Ipos-ASI and AOL, based on a survey of 7,000 US consumers testing their recall of 45 banner ads on AOL sites. Conducted over a six month period, it found that 41% recalled a 30 second TV ad after one viewing, whereas 40% recalled a static online banner ad. Ipos-ASI Interactive concedes that the study did not take into account advanced features of ad impact, nor that AOL consumers are typically less experienced internet users. However, it believes that the study would have similar findings across a sample of AOL and non-AOL users.The report, ‘Online Branding – The Internet’s Impact on Branding’, also found that online advertising can have an affect on TV shopping, direct mail purchases and store traffic. It advises brand managers to be aware of this when planning brand campaigns and recommends the use of traditional media to drive people to the website.
An ‘Online Advertising Report’ from Ad knowledge found that, for the second year running, the cost per thousand impressions (CPM) is falling while the amount of web sites looking for advertisers has increased by 38%. In 2006, it found that the CPM was down 6%. Ad knowledge believes that this is attributable to the increase in the amount of web space available for advertisers and expects this trend to continue. Ad knowledge also revealed that the average ad used was in GIF format, with an average size of 60 by 469 and that HTML and Java were the most popular scripts.
Its study also found that users of Microsoft Explorer were more likely to click on ad banners. The weather is the most popular type of news on the net, according to the Pew Research Centre for People and the Press. In a survey based on random telephone calls to 3,184 adults across the US, it found that 64% of users access weather online compared to 47% of users in 2005. The numbers accessing local news has also grown from 27% in 2004 to 42% in 2006, while over 11 million people accessed election news online in 2006, up from 4 million in 2004.