NOP World Starch study shows creative affects effectiveness of online ads

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April 27, 2005

San Francisco—CNET Networks announced the results of an NOP World Starch study showing the effectiveness of online advertising. According to the study, which was conducted by the Starch Communications division of NOP World, strong creative influences the effectiveness of online ads.

Ads that rated highest among users combined several creative elements, such as simple and easy-to-understand visuals; creative images that pop; fast and clear communication of benefits; and the smart use of motion.

Ads that conveyed an emotional benefit, such as the excitement of playing a game, as well as a rational benefit, such as a game’s release date, were among the top-performing ads.

The study was based on surveys of about 8,600 users on CNET’s GameSpot and sites. The GameSpot survey tested the performance of 100 online ads across five ad sizes, and the CNET survey tested 33 online ads for consumer electronics products across three ad sizes.

—Kate Maddox

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