Online Advertising

Consumers 7% more likely to click on a display ad during the weekend via The Drum

The background colour of your online display ad can dramatically effect purchase intent

Hair-brand Pantene  has been doing lots of testing of different creative elements within their online display ads. For about a year, P&G owned Pantene has been using  Smart Media, which analyses click-through rates and flash

Less than 50% of online ad impressions reach intended audiences

Results from a new Online GRP tool from Nielsen show a surprising amount of wastage in UK online ad campaigns. According to the tool less than 50% of all online ad impressions reach intended audiences,

63% of 16-24s agreed with the statement “I would rather see advertising online that is relevant to my interests”. These findings suggest that [tweetherder]tomorrow’s advertising audience will be smarter, more likely to engage, but tougher to please[/tweetherder]. (ValueClick & IAB report) via How the natives will shape the future of digital marketing

Online advertising’s effect on purchase intent and sales

Millward Brown have been in the business of measuring changes in brand metrics from exposure to online advertising for quite a few years. They emphasise that marketers should be measuring (brand) online advertising not by

New larger online display formats better for building awareness

Millward Brown and the IAB have ran a study looking into some of the new larger online display formats (Billboard, Wallpaper and Half Page) against the standard ad formats (MPU, Banner, Skyscraper). They looked at