MEDIA-I: IAB finds bigger is better in net advertising

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