Re: UKNM: The invisible banner?

[Geoff Inns]

Ford measured brand-building effectiveness of banners before they started

committing to it properly.  I did have the case study but it has gone

walkabout since I moved job, though I do remember emailing it to Kirsty

Race of Walker Media & Ian Tester of Fletcher, so if they are on this list

perhaps they can bung it out to the public.


Obviously Ford were pleased with the results as they have continued to use

new media.  There was also an interesting study by Berkeley Systems on the

brand recall of rich media (for rich read interstitial) - after 30 days a

higher recall than TV was achieved, though much of this no doubt down to

the novelty factor (though you do sit a lot closer to your PC than you do

your TV).


Effectiveness studies in other media have been around for ages - perhaps a

formalised approach for NM would be appropriate now.


Geoff Inns

Business Development Manager

Guardian Unlimited. 0171 713 4457


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