• by Masha Geller , July 11, 2001

New research released today by research company Dynamic Logic and interactive agency eBrands provides interesting evidence that Internet advertising builds brands without the support of offline advertising. Interestingly enough, the research is based on the results from an advertising campaign for a fictitious new brand: YesSirNoSir - http://www.YesSirNoSir.net - a personal concierge services.

The brand was advertised exclusively online across the UK properties of iVillage.com and FTMarketWatch.com with 2 million banner impressions that ran over May and early June 2001 - an estimated $70,000 worth of media. Dynamic Logic used the campaign to test the value of online advertising's ability to build brand without the support of traditional advertising.

"This study is similar to something done in the outdoor billboard industry years ago," said Bob Ivins, Managing Director of Dynamic Logic Europe. "The simple idea was to isolate the impact of online advertising in its ability to brand. We see that it clearly can." The study showed that (aided) awareness levels for the brand were raised from 4% (baseline) to 11% overall among those exposed to the online ads. Also, awareness levels were even higher (just over 19%) among the target demographic group (professionals age 18-49) - a lift of 428% from the baseline. Dynamic Logic says that as seen in other studies, there was a positive correlation between the frequency of exposure and branding levels. >