Online Ads Extend Reach by 10% & Increase Brand Awareness by 6%
Online advertising does work and can make a difference in reaching out to new audiences, a study says. The survey found that online advertising could extend the reach of an ad by about 10% and increase brand awareness by around 6%. The European Interactive Advertising Association (EIAA) looked at 15 major ad campaigns over the period of a month to find out what impact online advertising had on consumers. A panel of 2,000 people took part in the study which assessed the impact of adverts when watched only on TV, those seen just online and a combination of both. The next stage will be to study the relative costs of an online campaign compared to an offline one he told delegates at the recent FT New Media and Broadcasting conference in London, where the research was unveiled. In addition, micro-payments, paying a small amount such as a dollar to download music, were not catching on, the study found. Instead people preferred to pay for content via monthly or annual subscriptions, with a spend of around $10 monthly or $48 per year being the norm. [Full story: Adverts on the net 'pay off' - BBC News]
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