Joint research shows Internet is effective for branding

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New York--Studies by the Interactive Advertising Bureau, DoubleClick Inc., Microsoft Corp.'s Microsoft Network and CNet Networks Inc. shows the Internet is an effective branding tool for marketers. The IAB study, conducted by Dynamic Logic, found that the new larger interactive ad units are 25% more effective than standard units in lifting key metrics such as brand awareness and message association. The DoubleClick study, conducted by Diameter, a division of DoubleClick, measured the impact of various online ad formats, sizes and methods of implementation on traditional brand marketing goals. Aggregate results for three brands across each online marketing approach tested showed an 85% increase in aided advertising awareness. MSN, also working with Dynamic Logic, found skyscraper ads were the most effective online ad format, lifting brand awareness by 16%, four times the average lift among all campaigns tested.The CNet research, conducted by Millward Brown Intelliquest, found CNet's new messaging plus units lifted brand awareness 55% over the control group, and lifted ad brand recognition 30% over the control group.
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