12 Marketers Spent $100,000 Each to Participate

FORBES.COM TO FLOG ITS ONLINE AD SUCCESS

AT&T, Samsung and Acura Re-up for Experimental Internet Program

By Published on .

NEW YORK (AdAge.com) -- Eight months ago Forbes.com raised more than a few eyebrows with an offer of "guaranteed" brand
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improvement results to advertisers or their money back.

$100,000 each
Making the offer all the more serious was Forbes.com's requirement that interested advertisers buy at least $100,000 in ad placements to be eligible to participate in the experimental program. A dozen marketers opted in.

And now, Forbes.com says the results are so impressive that it will make them public in ads it will place in marketing trade magazines, including the Advertising Age and Forbes print editions, starting April 14. The ad seeks to recruit other marketers for the ongoing program, called the Brand Increase Guarantee.

Dynamic Logic
Another key element of the Forbes.com guaranteed effort was that a third party, Dynamic Logic, would conduct the market research required to assess the impact the ads on Forbes.com had on each marketer's brand effectiveness.

The research showed that message association for the participating marketers increased 28%; purchase consideration, 14%; aided awareness, 11%; and brand favorability, 6%.

Five of the 12 participating marketers have agreed to allow Forbes.com to identify them in its ad campaign about the program. They are AT&T Corp., Samsung Electronics, Acura, LG Electronics and BearingPoint, formerly KPMG Consulting.

Three re-up
Samsung and Acura have re-upped for more ad placements with Forbes.com, and AT&T is about to start another program, said Jim Spanfeller, Forbes.com president-CEO. He said that all of the participants have seen one or more of the brand metrics increase.

"We thought we would do a fourth-quarter [2002] and first-quarter program. I won't say the response was overwhelming, but it was pretty darn good," Mr. Spanfeller said. "We've engaged a lot of conversations with folks who've been reticent about advertising on the Web."

Mr. Spanfeller said Forbes.com will run its own ad "as long as necessary," adding, "Invariably, every major marketer has a Web champion, sometimes it's generational or occupational, but every company has people who are not convinced. This was designed to show people a distinct return on investment for the media buy."

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