Who said banners don't work?
As Digitrends reported earlier today, online advertising increases brand awareness, despite an annual decline in banner ad click-through rates.
That's what
research firm Dynamic Logic discovered recently, following the completion of its latest Internet marketing study where 18,000-plus campaigns surveyed were able to increase brand awareness an
average of 6% compared to awareness before the campaigns ran.
Dynamic Logic concluded that although the click-through rate drops by approximately 1% a year, it's possible that banners can
raise awareness for a brand, even if the banner ad is not clicked on by the site visitor.
The study comes on the heels of another much-publicized discovery by AdKnowledge, which showed that the
ROI impact of Internet ads is greater than we thought because on average, there are 33% more conversion events (such as purchases, registrations, etc.) from users who only viewed an ad but did not
click, than from users who clicked on an ad.
Another company, AdRelevance, also found that there is a strong correlation between ad impressions and unique visitors when it comes to post-IPO
companies running ad campaigns to drive traffic to their websites.
Is this a case of online advertising coming into the spotlight as an advertising medium, or simply more proof that
click-throughs are not an adequate measure of campaign success.
You decide.