Interactive Advertising Bureau -IAB-, Doubleclick, MSN, and CNET Networks Release Groundbreaking Online Brand Research Findings.Business Editors NEW YORK--(BUSINESS WIRE)--July 18, 2001 Four Individual Studies Provide Extensive Data on The Effectiveness of Internet Advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. As A Branding Tool For Marketers On The Web In a joint presentation of research studies, the Interactive Advertising Bureau (IAB (1) See Internet Architecture Board. (2) (Interactive Advertising Bureau, New York, www.iab.net) An industry association founded in 1996 to set standards and guidelines for interactive advertising and marketing. ) and member companies DoubleClick, Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on :DCLK DCLK Doubleclick Inc. (stock abbreviation, AMEX) DCLK Deputy Clerk DCLK Digital Clock DCLK Double Click ) and MSN (1) (MicroSoft Network) A family of Internet-based services from Microsoft, which includes a search engine, e-mail (Hotmail), instant messaging (Windows Live Messaging) and a general-purpose portal with news, information and shopping (MSN Directory). today unveiled their individual studies on the effectiveness of branding on the Internet at a press conference in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. . Separately, CNET (body) CNET - Centre national d'Etudes des Telecommunications. The French national telecommunications research centre at Lannion. Networks, Inc.,(NASDAQ:CNET) today released information from a study done with Millward Brown Millward Brown is a market research company,[2] with its headquarters based in the UK. Millward Brown was the first company to provide continuous tracking studies, and has researched more ads and more brands than any other research company. IntelliQuest. The three research studies presented in New York City today 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. Other elements tested were different technologies and a variety of ad placements. 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 additional highlights from the three studies presented in New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of include: -- The standard IAB 468 X 60 banner works to increase brand awareness, message association, brand favorability and purchase intent. -- The new larger IAB IMU formats improve key branding metrics by an average of 40% across all three studies compared to baseline measures for the nine advertisers. -- Rich Media technologies such as audio, video, Flash and DHTML used with IMUs deliver greater impact and conclusively increase branding effectiveness. -- Ad implementation makes a difference as well... interstitial ads, displayed during a transition from one Web page to the next, boost key brand metrics by an average of 194%. "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 & CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. 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 online advertising, each test offers differing results based on the strength of the creative. "The IAB study would not have been possible without the cooperation of our member partners - iWon, MSN, Snowball and CNET Networks, and their advertisers, The Coca- Cola Company, Bristol-Myers Squibb Bristol-Myers Squibb (NYSE: BMY), colloquially referred to as BMS, is a pharmaceutical corporation, formed by a 1989 merger between pharmaceutical companies Bristol-Myers Company, founded in 1887 by William McLaren Bristol and John Ripley Myers in Clinton, NY (both were Company, uBid.com and Genuity. 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 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 DoubleClick Study The goal of DoubleClick's online marketing effectiveness Marketing Effectiveness is the function of improving how marketers go to market with the goal of optimizing their marketing spend to achieve even better results for both the short-term and long-term. Also related to Marketing ROI and Return on Marketing Investment (ROMI). 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 aided brand awareness, aided advertising awareness, ad attribute recall, and ad recall increased considerably: -- Aggregated results for three brands across each online marketing tactic tested, showed an 85% increase in aided advertising awareness. -- Banner ads increased brand measures 56% and large rectangles 86% -- Interstitial ads increased brand measures 194% "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 complementary 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 Salon Selectives is a line of hair care products, ranging from shampoos and conditioners to mousses, sprays, gels, and oils. Salon Selectives was introduced as a level-based brand line to consumers by Helene Curtis, which it was acquired by Unilever in 1986, and has grown since; brand, British Airways British Airways in full British Airways PLC International passenger airline based in London. In 1936 British Airways Ltd. was founded through the merger of three smaller airlines. 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. Details of the study can be found at www.doubleclick.net The MSN Study "Without a doubt, the interactive potential of these new, larger ad units engage 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 A banner ad that provides user interaction when clicked or when the cursor is rolled over it. There are several variations. For example, the banner may include multiple ads and links, or it might have a scroll bar that can be activated to reveal more information or products. technology, the new units are two to three times more effective in increasing message association than traditional 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 Dynamic Logic has tested. The study also found that interactive, DHTML See Dynamic HTML. DHTML - Dynamic HTML units lifted awareness by 13%, greatly outperforming both the Dynamic Logic average and double the performance of the non-interactive creative in the campaigns. "Based on these extensive studies including thirty sites, nine advertisers, 170,000 respondents over a two-month period the evidence is irrefutable irrefutable - The opposite of refutable. that Internet advertising is effective in branding. Future studies will be fielded on the value of interactive advertising versus other forms of advertising," concluded Ms. Webster. About the IAB Founded in 1996, the IAB is the industry's leading interactive 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. About DoubleClick Inc. 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. About MSN 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 (1) Loosely, any online service delivered over the Web. Such usage appears in articles from non-technical sources, but not in IT-oriented publications, because definition #2 below describes the correct use of the term. to consumers and digital marketing solutions to businesses worldwide. MSN is located on the Web at http://www.msn.com/. About Dynamic Logic: 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 (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). 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 Walter Thompson refers to:
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