• by Masha Geller , July 6, 2001

As IAR reported earlier this week, it seems banners as branding tools are working for some advertisers after all. At least according to a study Coca-Cola's Netherlands division conducted with 24/7 Media Europe, ad agency Universal Interactive, and research firm Pro Active International.

The results were not all that surprising but deserve a mention nevertheless.

The study involved a Shockwave ad designed to drive people to a micro site where they could register for a Coca-Cola card, and a survey of 7,600 people.

Even though a quarter of respondents said they didn't like banners, more than 20% recalled seeing the banner after a single exposure. Of those who remembered the ad, 60% found it "striking, clear and up-to-date," and 80% percent thought the campaign was consistent with the Coca-Cola image. The companies said the campaign had a positive effect on the desire to own a Coca-Cola card, although they didn't quantify the effect.

"Next to the direct marketing effects, we strongly believe that online advertising has branding impact as well," said Lot Keijzer, interactive planner at Universal Interactive Netherlands, part of the Universal McCann Network. "Therefore, we are very pleased with the outcome of this survey, as it provides us with the necessary proof to endorse our belief."

Notably, IAR quoted Egbert van Acht, marketing director at 24/7 Media Europe, saying, "The campaign was shown to be well-targeted with 58% of respondents matching the target profile. It proves that careful targeting of well-designed banners can yield powerful results."