Web Ads Score on Recognition Factor

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Adding online advertising to a TV campaign boosts brand awareness, but the inclusion does little to impact purchasing decisions, according to new findings from Dynamic Logic.

The New York-based research firm, which examined 10 cross-media studies in which TV and online advertising could be isolated, found that the Web is a particularly effective medium for reinforcing a brand’s sponsorship of an event, cause or other entity. When respondents were exposed to Internet ads, sponsorship association increased nearly 16 points, more than doubling TV’s impact.

While broadcast ads upped message association—or the ability to link a brand to a message or value proposition—by nearly 13 points, the Web added 7 points to that.

Online advertising’s ability to influence purchasing decisions did not fare as well.





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