MEDIA-I: HSBC ad tops brands in ACNielsen findings
<p>HONG KONG: A study by ACNielsen.consult has ranked an HSBC Chinese
</p><p>banner ad as the best among six brands measured online, while
</p><p>Mitsubishi's Pajero ad was rated the "worst".
</p><p><BR><BR>
</p><p>The research company found the HSBC Chinese ad increased brand
</p><p>awareness, including intent to purchase, key brand images, top-of-mind
</p><p>brand awareness and ad recall.
</p><p><BR><BR>
</p><p>The report added that Chinese language online ads outperformed their
</p><p>English language counterparts in Hong Kong.
</p><p><BR><BR>
</p><p>"Advertisers in Asia should consider using Chinese as the main language
</p><p>in their advertisements, unless they are targeting expats," said
</p><p>ACNielsen.consult chief executive officer, Ramin Marzbani.
</p><p><BR><BR>
</p><p>The study tested 12 online ads for Cathay Pacific, Fujitsu, HSBC,
</p><p>Johnson and Johnson, Mitsubishi and Nike in Hong Kong.
</p><p><BR><BR>
</p><p>According to Jimmy Poon, regional director at Tribal DDB, which created
</p><p>the HSBC and Johnson and Johnson ads, the online ads that work best are
</p><p>direct and clear.
</p><p><BR><BR>
</p><p>"A clear message is very important in creating online ads. You have to
</p><p>include a call for action, which doesn't always work best with
</p><p>traditional advertising. It's also essential to place the logo,
</p><p>particularly if a lot has already been spent in building the brand,
</p><p>prominently," said Poon.
</p><p><BR><BR>
</p><p>According to Marzbani, the research company's Hong Kong Online
</p><p>Advertising Effectiveness Study found advertising caused a six per cent
</p><p>increase in intent to purchase, a two per cent increase in brand
</p><p>awareness, a 23 per cent increase in ad recall, and statistically
</p><p>significant improvements in six out of 10 brand image measures.
</p><p><BR><BR>
</p><p>"The results are pretty impressive for an advertising medium that has
</p><p>been beaten up over the past six months as a medium that doesn't work,"
</p><p>said Marzbani. "Of course the notion that online advertising doesn't
</p><p>work has had little research to support it besides click rates. Now we
</p><p>have some research that demonstrates the branding effectiveness of
</p><p>online advertising."
</p><p><BR><BR>
</p><p>Rex Briggs, who led the study added: "The data demonstrates that the
</p><p>much-maligned online ad banner is an effective branding tool, but there
</p><p>are certainly some approaches to online advertising that work better
</p><p>than others."
</p><p><BR><BR>
</p><p>He added that many marketers were short-changing internet advertising,
</p><p>and these results indicate that "leaving the internet out of the
</p><p>marketing mix is big mistake".
</p><p><BR><BR>
</p>
by
|
07/20/2001
HONG KONG: A study by ACNielsen.consult has ranked an HSBC Chinese
banner ad as the best among six brands measured online, while
Mitsubishi's Pajero ad was rated the "worst".
The research company found the HSBC Chinese ad increased brand
awareness, including intent to purchase, key brand images, top-of-mind
brand awareness and ad recall.
The report added that Chinese language online ads outperformed their
English language counterparts in Hong Kong.
"Advertisers in Asia should consider using Chinese as the main language
in their advertisements, unless they are targeting expats," said
ACNielsen.consult chief executive officer, Ramin Marzbani.
The study tested 12 online ads for Cathay Pacific, Fujitsu, HSBC,
Johnson and Johnson, Mitsubishi and Nike in Hong Kong.
According to Jimmy Poon, regional director at Tribal DDB, which created
the HSBC and Johnson and Johnson ads, the online ads that work best are
direct and clear.
"A clear message is very important in creating online ads. You have to
include a call for action, which doesn't always work best with
traditional advertising. It's also essential to place the logo,
particularly if a lot has already been spent in building the brand,
prominently," said Poon.
According to Marzbani, the research company's Hong Kong Online
Advertising Effectiveness Study found advertising caused a six per cent
increase in intent to purchase, a two per cent increase in brand
awareness, a 23 per cent increase in ad recall, and statistically
significant improvements in six out of 10 brand image measures.
"The results are pretty impressive for an advertising medium that has
been beaten up over the past six months as a medium that doesn't work,"
said Marzbani. "Of course the notion that online advertising doesn't
work has had little research to support it besides click rates. Now we
have some research that demonstrates the branding effectiveness of
online advertising."
Rex Briggs, who led the study added: "The data demonstrates that the
much-maligned online ad banner is an effective branding tool, but there
are certainly some approaches to online advertising that work better
than others."
He added that many marketers were short-changing internet advertising,
and these results indicate that "leaving the internet out of the
marketing mix is big mistake".
