Online Ads Have Brand Building Impact

The average online advertising campaign raises brand awareness by 5% and brand recognition by 19%, according to a report by independent research company Dynamic Logic.

The research, which was carried out to gauge the effectiveness of the internet as a marketing tool, shows that online advertising becomes more effective over time, with the average impact of any given campaign relating to the amount of exposure it receives.

Managing partner of Carat Interactive, Richard Wheaton, said: “We use Dynamic Logic to measure a wide range of branding and awareness factors in our online campaigns. This new data has set our benchmarks in judging the success of our online advertising campaigns.”

Dynamic Logic plans to use the results of the research to establish a European standard for measuring branding impact online. Commenting on the initiative, the company’s director of sales, Suzanne Moorey, said: “Advertisers have long demanded a standard by which to measure their campaigns; response to our data has been enormously positive.”

The research corroborates the findings of a recent study carried out by Forrester on behalf of Unilever and the IAB, which found that spending 15% of a marketing budget online can increase brand impact by as much as 24% (see Online Effective As Brand Building Tool).

Dynamic Logic: 020 8433 6873 www.dynamiclogic.com

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