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BtoB

Study touts effectiveness of CNET ad format

Published on .

San Francisco--CNET Networks Inc. released research findings this week that appeared to confirm the effectiveness of the online tech Web site’s Interactive Message Units.

The research, which was conducted by Millward Brown IntelliQuest, indicated that IMU advertising messages are increasingly noticed. More than 48% of users remembered having seen the ad, up from 42% that remembered the ad in the first wave of research on the units in July 2001.

Users chose words describing the IMUs as ``interesting'' (45%) and ``intriguing'' (35%). The latest study also found that the IMUs were effective in both branding and helping to guide purchases.

When exposed to an advertiser's IMU unit on CNET Networks and then asked later about the specific ad campaign, users showed a campaign recognition increase of 150% over the usual online advertising campaign awareness scores measured by Millward Brown IntelliQuest.

Unaided brand awareness increased 254% over Millward Brown IntelliQuest norms, and purchase consideration of the product advertised increased 147% over norms.

--Sean Callahan

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