In what appears to be one of the most unusual collaborations for an advertising effectiveness study, the Advertising Council and the U.S. Department of Homeland Security Tuesday announced the results
of research that measured the effectiveness of the public service ad effort's online component. The results reveal that new online streaming video ads, produced by EyeWonder, significantly increased
awareness of the campaign-directed Web site, www.ready.gov. Web users who saw the ads were more likely than others to say they intended to visit the Homeland Security site.
EyeWonder's streaming
ads, which feature Homeland Security Secretary Tom Ridge, are part of a greater cross-media initiative developed in partnership with the Ad Council. The campaign urges Americans to learn more about
the simple steps one can take to prepare for a potential terrorist attack, such as assembling basic supplies at home, and making a family emergency kit.
The study, conducted by InsightExpress,
found that Web ads drove up awareness in middle-income households. Users who received multiple exposures to the ads were also more likely than others to report that they had recently searched for
information related to the campaign.
Offline TV spots were repurposed and streamed using EyeWonder's instant streaming technology in donated advertising space on Valueclick.com and NYTimes.com.
Visitors to these sites were randomly invited to take part in a short online survey.
"This new research demonstrates that the online component of the campaign is having the desired affect on web
users," said Barbara Shimaitis, senior vice president, interactive services, The Advertising Council. "Being prepared by getting information is our best protection against terrorism, and this study
reveals the great potential for Web advertising to bring critical messages to Americans-(the web) is an incredibly effective medium."
Launched last February, the "Ready" campaign seeks to reduce
fears by providing individuals with information about specific actions they can take to protect themselves, their families, and their communities in the wake of an attack, or other emergency
situation. The campaign also includes television, radio, print, and outdoor advertising. Appearing in the PSAs are Secretary Ridge, NYC firefighters, Port Authority officers and police officers, and
Office of Emergency Management personnel.