IAB research indicates branding value of sponsored text ads

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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

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