Internet Logo Placement Has Greatest Effect On Brand Recall.

Advertising.com, Inc. released the first round of results from the company’s new Intellisourcesm brand measurement and research tool, developed in conjunction with researcher Greenfield Online. Intellisource measures the impact of an advertisement’s impression, gains valuable insights from consumers and delivers results on the effect of branding on the Internet – giving marketers a first-time opportunity to quantify the effect of a campaign’s impact online, even when consumers do not interact with advertisements.

Results

Preliminary results from the Intellisource research reveal that logo placement has the greatest effect on brand recall, with prominent and persistently placed banner ads achieving a 400% higher recall rate than logos without aggressive placement. Additional results garnered by Intellisource indicate the following:

Banner ads created with the objective of leaving an impression on the viewer generated three times the rate of viewer recall than average Internet banner ads.

Twenty to thirty percent of those who recalled the advertisement indicated that they would “probably” or “definitely” visit the site in the near future. These consumers maintained a positive image of the company and/or brand advertised.
More than 60% of the people surveyed were receptive to online advertising and had some level of recall.

Ads with consistent and prominent placement of a product or company name generated recall rates 20% higher than those advertisements without such placement. In addition, ad graphics and color played significant roles in establishing brand recall, affecting consumer recognition with twice the impact of other variables, such as call to action.

Recall increased two to three times when ads were shown to the target audience and geographic location.

“This is not research for research’s sake,” said Scott Ferber, co-founder and chief executive officer of Advertising.com. “We are using this information to pioneer more emotive technologies for Internet advertisements that help marketers take full advantage of a medium that is extremely effective, but was not previously embraced, for branding.”
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For more information at http://www.advertising.com

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