SEOUL: When it comes to online advertising, bigger is better,
according to a report by the Internet Advertising Bureau (IAB) and its
member companies DoubleClick and MSN.
The study found the standard IAB 468x60 banner increased brand
awareness, message association, brand favourability and purchase
intent.
It added that the new IAB formats improved branding metrics by an
average of 40 per cent.
DoubleClick also released findings of its Korean study, which showed an
increase in similar critical measures of brand awareness.
The report looked at the performance of SK Telecom and found a lift of
nine per cent in brand awareness and ad recall, and a 13 per cent boost
in brand impact with the IAB's large rectangle (336x280) format.
Steve Moss, chief executive officer of DoubleClick Media Asia, said:
"The results of these studies demonstrate that online marketing has a
positive impact on branding. While each ad size tested in the studies
impacted branding, the size that performed best was the large
rectangle.
"The ad technology that worked best was Flash, and the most impactful
implementation method was the interstitial."
The SK Telecom campaign ran on the DreamWiz.com site.
In the US, MSN tested two campaigns with different creative formats and
sizes for uBid and ShareBuilder. It found the skyscraper creative size
worked best, lifting brand awareness by 16 per cent. The studies also
noted that ad implementation made a difference, with interstitial ads
displayed during a transition from one web page to the next boosting
brand metrics by an average of 194 per cent.
