Business Services Industry
Report: Search ads lift brand awareness; IAB, Nielsen//NetRatings research finds optimal online media mix includes search, display ads.(Advertising)
B to B, August, 2004
Byline: KATE MADDOX
Search ads and contextually targeted online text ads can have a significant impact on branding, according to research released last month by the Interactive Advertising Bureau and Nielsen//NetRatings.
The report, titled "Internet Search Brand Effectiveness Research,'' studied the impact of search and contextual text ads on an array of brand metrics, including aided brand awareness, unaided brand awareness, brand image association and purchase intent.
The research was conducted among 10,500 Internet respondents and used three types of ads to test the impact on branding.
The first type of ad was a search listing result that appeared on a brand-neutral search engine. The second was a contextual text ad that appeared...
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