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According to an IAB
Advertising Effectiveness
Study from a
sample of 16,758 visitors to 12 leading Internet
sites:
Online
advertising, using banners, has tremendous communications
power. In fact, a single exposure can impact the traditional
marketing measures of...
- Advertisement awareness
- Brand
awareness
- Brand
perceptions
- Potential for sales
Nearly
all of the impact measured was generated without a
'click-through' to the advertiser's site, proving the power
of the ubiquitous banner.
Consumer acceptance of online
advertising is comparable to that of traditional
media.
(On a
five point scale ranging from "Strongly in favor of" to
"Strongly against," between 60% and 70% of Web users report
top-two box scores in favor of Web, Television, and Print
advertising. Web users are less supportive of Radio
advertising and are somewhat opposed to outdoor
signage/billboards.)
Click-throughs are not
necessary for impactful brand communication; in fact,
click-throughs don't add very much.
(Banner exposure itself was
responsible for 96% of the brand enhancement, while a
click-through only contributed 4%. While additional powerful
messaging may wait on the other side of a banner at the
advertiser's Web site, the analysis indicates that the
exposure itself carries nearly all of the value.
Click-throughs may be an important element of some online
campaigns, but with an industry average of 2%, the real
communications power is where the majority of the audiences
can see the message.)
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