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

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.

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