7526 3 3 econsultancy_xml <p>Researchers asked test subjects to read an online essay under the assumption they would be quizzed on its content - in fact, they would be asked their feelings on a product advertised in a banner ad on the essay, with different groups of test subjects exposed to the ad zero, five or 20 times.<br /><br />The research team found those people with negative impressions of the brand were unaffected by the number of exposures to the banner. But the <em>positive</em> connotation taken away from the ad went up and up in concert with further ad displays.<br /><br />Banner ads have gradually been falling out of favour as more advertisers opt for keyword-based search marketing and other tactics. Despite this trend, the test results suggest that <strong>repeated exposure to banner ads yields positive results</strong>, with consumers taking away brand familiarity even if they don't click through.<br /><br />Says <a href="http://arstechnica.com/news.ars/post/20070519-the-psychology-of-banner-ads.html">ArsTechnica</a>: <em>"This suggests that familiarity-based advertising may work best for impulse buys, where more detailed evaluations aren't likely to occur."</em></p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Researchers asked test subjects to read an online essay under the assumption they would be quizzed on its content - in fact, they would be asked their feelings on a product advertised in a banner ad on the essay, with different groups of test subjects exposed to the ad zero, five or 20 times.<LineBreak /><LineBreak />The research team found those people with negative impressions of the brand were unaffected by the number of exposures to the banner. But the <Quote>positive</Quote> connotation taken away from the ad went up and up in concert with further ad displays.<LineBreak /><LineBreak />Banner ads have gradually been falling out of favour as more advertisers opt for keyword-based search marketing and other tactics. Despite this trend, the test results suggest that <Emphasis>repeated exposure to banner ads yields positive results</Emphasis>, with consumers taking away brand familiarity even if they don't click through.<LineBreak /><LineBreak />Says <Link URL="http://arstechnica.com/news.ars/post/20070519-the-psychology-of-banner-ads.html" Window="New">ArsTechnica</Link>: <Quote>"This suggests that familiarity-based advertising may work best for impulse buys, where more detailed evaluations aren't likely to occur."</Quote></Paragraph> </FormattedContent> 2007-05-21T10:11:00+01:00 1 1 econsultancy_xml <p> <strong>An academic study in to the psychology of online advertising has found new evidence that internet banner ads work exceedingly well.</strong> <br /> <br /> <a href="http://www.journals.uchicago.edu/JCR/journal/issues/v34n1/340110/brief/340110.abstract.html?erFrom=-5057149992895473961Guest">The paper</a>, produced jointly by several US universities, found that, although many web users do not necessarily click or focus on a banner advert, many subconsciously register the product advertised - and make positive conclusions.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>An academic study in to the psychology of online advertising has found new evidence that internet banner ads work exceedingly well.</Emphasis> <LineBreak /> <LineBreak /> <Link URL="http://www.journals.uchicago.edu/JCR/journal/issues/v34n1/340110/brief/340110.abstract.html?erFrom=-5057149992895473961Guest" Window="New">The paper</Link>, produced jointly by several US universities, found that, although many web users do not necessarily click or focus on a banner advert, many subconsciously register the product advertised - and make positive conclusions.</Paragraph> </FormattedContent> false 1224 <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> 363374 Banner ads build subliminal familiarity false 2007-05-21T11:56:00+01:00 banner-ads-build-subliminal-familiarity 2009-04-28T22:49:31+01:00 2009-10-13T09:04:09+01:00 227