STUDY: BROADBAND ADS MORE EFFECTIVE THAN NARROWBAND; @HOME DRIVES `STAKE IN SAND' IN DEVELOPING NEW BRANDING IMPRESSION COST.

Advertising Age,  March, 1999  by Maddox, Kate

Tags: advertisement, branding, broadband, narrowband

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Research to be released today by @Home Network shows that broadband advertising is more effective than narrowband advertising, reinforcing the argument that advertisers should use more rich media in their online campaigns.

However, until ad serving becomes easier, more consumers get broadband access and advertisers figure out how to deliver the most impactful campaigns, rich media probably will continue to be underutilized, say marketers and industry watchers.

BETTER OPTIMIZATION

"We as advertisers need to do a better job in terms of optimizing it," says Jay ...

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