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Home Network, the Redwood City, Calif.-based broadband Internet access company, has released the results of its first study of “rich media,” the TV-like interactive ads that can only be carried over the Net via high speed connections.
Not surprisingly, the study, co-developed with Intel and administered by Norwalk, Conn.-based Ipsos-ASI market research, found that broadband ads increase brand recall, engage viewers longer and offer a lower “cost per branding impression” than narrowband ads.
The five-month long Rich Media I Advertising Program included ads from AT&T, Bank of America, First USA, Intel, Johnson & Johnson, Levi Strauss & Co.
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