AOL finds banner ads effective

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A research study conducted for America Online by ASI found that AOL's online banner advertising significantly increased product awareness and appeared to increase users' intent to buy a product in one of AOL's content areas. The study found that 42% of respondents recalled seeing an AOL banner, while intent to purchase one of three products -- toothbrushes, salad dressing and a video -- appeared to be increased by between 6% and 10% after viewing banner ads.

Copyright August 1997, Crain Communications Inc.

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