• by Masha Geller , October 2, 2001

We all know that a truly integrated ad campaign contains a branded message across all media. By now, advertisers are fairly comfortable with branding in the offline world, but branding online is still a mystery to many. Interestingly enough, recent studies suggest that branding online is one of the most cost effective ways to increase brand equity.

And, the declining cost of online advertising has catapulted the banner ad ahead of television as the most cost effective branding solution available today. A recent cost vs. performance evaluation study from Morgan Stanley Dean Witter & Co. reveals that online advertising is 44% more effective than TV in raising brand awareness, 86% more effective in generating brand recall than TV, and 77% more effective in raising brand interest than TV. Additionally, the study found that rich media ads are more than 5 times more effective for branding than traditional GIF banner ads.

Why am I telling you this? Let's put it all together. Actually, someone already has. Sherman Oaks, Calif.-based Radar Advertising, Inc., today announced the introduction of RadarActive ads, an interesting new ad format that brings a company's print and/or outdoor ads onto the web.

According to Radar President Neal Kanoff, RadarActive ads are aimed at clients who want to extend their print advertising and branding campaigns online. "This new interactive format allows viewers to play with an ad that they may have seen in a print campaign, making it more memorable as well as generating brand recall and awareness."

And to promote the new offering, from now through the end of the first quarter 2002, Radar is waiving the standard agency mark-up on production costs for new clients.

Worth a try? Check out http://www.radarwest.com.