Internet advertising can leave a lasting impression like a TV commercial, according to a new study from Harris Interactive. The study determined that consumers remembered an online advertisement nearly as well as they did a TV commercial. The metrics used for the study, including brand recall and purchase intent, are traditional benchmarks for the TV industry and are coming into increasing use by online marketers that are hoping to prove the value of Net advertising in the face of a market downturn.
The market research company was contracted to study the effect of a single type of online advertising, known as a superstitial, compared with TV commercials. A superstitial, developed by New York-based Unicast, is a pop-up advertisement that often features animations or streaming media and plays with relatively fast download times. The group studied 2,000 consumer responses to TV and online advertising for three brands: Mercury Mountaineer, Miller Lite and Nextel.