Online banner advertisements are as effective as television commercials in their ability to significantly increase consumer awareness of brands, said market research firm Ipsos-ASI.
According to the research, the recall level of an online banner ad is equivalent to that of a television ad when measured for immediate recall, the industry norm for online advertising. The data shows that 40% of the respondents who view a static online banner ad will remember it, as compared to 41% of those who view a 30-second television commercial.
This research is based on the mid-year results of the AOL/Ipsos-ASI Online database, reportedly the first syndicated online research database in existence today. Ipsos-ASI has been collaborating with America Online on the development of the project since last June.
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