Study shows rich media boosts brand image

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San Francisco -- Rich-media advertising--broadly defined as Internet advertising that incorporates motion, sound, interaction and sometimes e-commerce transactions--can provide gains in user click rates, brand perception and brand loyalty, according to a study released Monday by Web publisher Wired Digital. The study, conducted with independent research firm Millward Brown Interactive, tracked rich-media advertisements by Intel Corp. and Novell. The study showed that Intel's brand image among Web users as a ``cutting-edge'' company increased 15% after its use of rich-media advertisements. Similarly, Novell saw a 32% increase in brand perception thanks to a rich-media banner for its Netware 5 product.
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