Branding makes a big impression on online advertising

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Recent research has revealed that the majority of all online advertising ads and impressions are geared toward branding.

The information marks the debut of AdStrategy*. Key findings include:
• Branding ads (positioning, awareness and feature/benefit) account for 63% of all online ad units and 54% of all impressions.
• Within the branding category, ads generating awareness garner the most impressions (33%), followed by ads positioning the brand (20%) and ads promoting a feature or benefit of a brand (1%).
• Among direct marketing ads, those driving traffic (28%) are more prevalent than ads driving sales (17%).
• Industries leading the branding charge are: entertainment (73% of industry impressions devoted to branding), hardware and electronics (83%), retail (64%), web media (63%), automotive (56%) and travel (54%). On the other hand, industries focused more on direct marketing include telecom (72% of industry impressions devoted to direct marketing), financial services (60%), consumer goods (61%) and business-to-business (54%).

“Online advertising is no longer just about click-through,” said Charlie Buchwalter, vice president of media research for AdRelevance. “Although industry and financial analysts have relied on click-through rates to gauge the effectiveness of online ad campaigns, the market has finally realized that this is not an appropriate metric for brand-oriented ads.

“Leading advertisers have already drifted away from the click-through mentality of pure direct response marketing, as our data show that a full 63% of ads are brand-oriented. As streaming and rich media come more into play, the Internet will increasingly function more like a traditional branding medium - making advertising on the web more appealing to all, especially traditional companies who have mastered offline brand management strategies.”

* With AdStrategy, media buyers and sellers can search for a particular advertiser, see what the intentions of their ads are and know which sites they choose to advertise on. All ads in the AdRelevance database are now classified into one of five potential “intention” categories: positioning, awareness, feature/benefit, drive traffic or drive sales (see below for complete definitions). AdStrategy will be available from November 16 at no additional cost to AdRelevance clients.

AdRelevance, a Jupiter Media Metrix company, is an innovator in Internet advertising measurement and ad tracking technology which systematically scours the commercial web, collecting advertisements from more than half a million URLs.

Definitions
Impressions: The number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad.
Branding Advertising: Advertising that focuses primarily on increasing the profile of a brand.
Awareness Advertising: Advertising used to increase awareness of a brand. This is accomplished by communicating brand name and not much else.
Positioning Advertising: Advertising used to reposition a brand or affect consumer opinions of a brand. Accomplished primarily by communicating image attributes about the brand, often with the goal of triggering the emotional rather than rational side of the consumer.
Feature and Benefit Advertising: Ads that work to educate consumers and communicate and strengthen associations with features and the brand.Often focuses on the tangible.
Direct Marketing Advertising: Advertising designed to work in the short term. Focuses on communications that are meant to drive sales or site traffic in the short term.
Drive Sales Advertising: Advertising that focuses on presenting opportunities for the viewer to make a purchase decision immediately.
Drive Traffic: Advertising that focuses on driving traffic. Usually employs giveaways and teasers to entice the viewer to click on a banner and visit a site. No opportunity for sale is presented in the ad.

AdRelevance

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