Text Ads in Top Spot Raise Brand Awareness

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

NEW YORK Sponsored-search advertising helps to raise brand awareness, especially in instances where a marketer holds the top position on a search results page, according to study released today.

The research, commissioned by the Interactive Advertising Bureau’s Search Effectiveness Committee and conducted by Nielsen/NetRatings, surveyed more than 10,500 Web surfers to examine the effect of sponsored text links on brand metrics.

When survey respondents were asked to name a specific brand within the health, automotive, beverage, electronics, retail or finance industries, they were 27 percent more likely to name the brand displayed in the top spot of the sponsored links section of a search page compared to a control group.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in