• by Masha Geller , May 9, 2001

Here's some ammunition for those of us fighting to have the web recognized as a branding vehicle. Advertising.com today released the first results from their new Intellisource tool, which lets marketers quantify campaign impact online, even when consumers don't interact with the ads.

And, according to the results, 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.

Additionally, data suggest the banners created with the objective of leaving an impression on the viewer generated three times the rate of viewer recall than average banners.

Also, 20 to 30% of those who recalled the ad 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.

Advertising.com also said that 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.

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