• by Ken Liebeskind , April 1, 2002

A study done by Millward Brown IntelliQuest confirms what many have believed for a long time--CNET's Messaging Plus units work.

The multi-layered online ad format, which CNET introduced over a year ago, enhances brand awareness and purchasing intent, according to the study, which was conducted at CNET.com and ZDnet.com. Four advertisers were used in the study, but CNET wouldn't identify them. It also wouldn't say how many participated in the survey.

Some of the survey participants were shown one IMU flash unit, while a control group saw none. Forty-eight percent of those who saw the unit remembered seeing it, which is a 225% lift over the control, according to Barry Briggs, president of CNET Networks Media. There was an 89% increase over the control in the number of participants who associated the name of the company with the campaign and a 74% increase in the number who could name the advertiser as a top company in its category. IMU advertising also scores higher than other online advertising, with a 150% increase in awareness over banners reported.

Purchase intent also increased 12% over the control.

Briggs believes the findings of this study are important when integrated with other research that demonstrates the size of the online audience. "If the eyeballs are there making brand decisions, IMUs become more important," he says, explaining that high numbers of at home and at work Internet users are now seeing the ads. "They learn about products online and do a lot of shopping."

He also believes the IMU format, which provides layers of different information about a product, contribute to their success. "How do I message them and make a difference?" he asks. "These ads get substantial brand awareness."

In Q1 last year, there were nine IMU advertisers. In Q4, there were 164, Briggs says, demonstrating the growth of the format that CNET hopes will increase further with the results of the branding study.