The results are in from an awareness study on introduction ads, and they’re good. A Dynamic Logic study found that the Clarinex campaign on ABCNews.com significantly increased brand awareness, message
association and intent to ask a physician about the medication. The introduction ad is served to a unique user once a day and can be bypassed with the click of a button. But the study found a
brand-awareness lift 11 times higher than the company’s database average and a lift of message association nine times higher than average. ABCNews.com said Clarinex’s lift in behavior intent was six
times higher than was is typical.“What we are trying to do at ABCNEWS.com is offer prospective advertisers opportunities that will grab our users' attention and communicate their messages in the most
impactful way," said Jim Keplesky, vice president of sales, ABC Internet Group. "These new technologies and ad units will keep us at the forefront of online advertising."
