×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

IAB research indicates branding value of sponsored text ads

Published on .

New York—Sponsored text advertising increases brand awareness by 27%, according to study findings released Wednesday by the Interactive Advertising Bureau and Nielsen//NetRatings.

The study, conducted by Nielsen//NetRatings, found that sponsored text ads had the biggest impact on “unaided brand awareness,” especially where a brand held the top position on search results pages.

For contextually targeted advertising, the text ads had a 23% lift among respondents who viewed the ads.

Ads appearing in the top position of a search engine increased an aggregate of all the brand metrics measured by an average of 14%, compared with results from ads in the fifth position, which only showed a marginal lift.

The IAB study was sponsored by Ask Jeeves, Google, ING, Lycos Search and Overture.

—Carol Krol

Most Popular
In this article: