RE: UKNM: Battleship JWT

[Andrew Smith]

Adlink Banner Research: (from extracts from press release issued last week):


22 June 2000

DEATH OF INTERNET BANNER ADVERTISING EXAGGERATED

..first independent pan-European online advertising study proves

effectiveness

of the medium..


In spite of their comparatively small share of the total advertising market,

Internet banners adverts do convey brand and content very clearly to

Internet

users - and just under half of online consumers believe that banner

advertising

is the advertising medium of the future. These are just some of the key

findings

of the Banner Brand Impact Study undertaken in five European countries by

icon-webmax.com GmbH on behalf leading of AdLINK Internet Media AG, Europe's

leading independent internet advertising network.


In this primary study, 500 online users (250 female / 250 male) from the UK,

Germany, France, Sweden and Spain were interviewed in person and asked to

assess

the advertising impact of a variety of Internet banners. Two banners from

nationally known branded companies were tested in each country, selected

from

the following industries: automotive, travel, information technology and

information services. In addition a single, uniform banner from the

automotive

sector was tested in each country to act as a control mechanism.


The study showed that in many cases, banner advertising was perceived as

having

informational value to Internet users rather than merely trying to sell them

something. This was particularly the case in Germany, where 47 percent did

not

regard banner advertising as a pure selling tool. The research also showed

that

banners are often viewed as a source of information and as a means of

accessing

the advertiser's Web site. Between 79 percent (UK) and 93 percent (Sweden)

of

those questioned click through a banner "occasionally to frequently" because

it

catches their attention or helps users to obtain additional information. Up

to

48 percent of the Internet users questioned described banner advertising as

the

advertising medium of the future.


The full study - and an abstract - available for downloading from

www.adlink.de



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