Re: UKNM: Brand-building banners

[Michelle Davies]

Some research on the banner/online ad debate:


AdKnowledge: Online advertising: not just about clicks

Viewing online ads-even without clicking-can drive customers to purchase or

register at advertisers' sites, according to a new report from AdKnowledge.

However, the difference in the time lag between consumers who see an ad and

then purchase and those who click an ad and purchase is considerable.

Almost 40 percent of those who viewed an ad and then made a purchase did so

eight to 30 days after seeing the ad, while 61 percent of consumers who

clicked an ad before purchasing did so within 30 minutes of clicking.

In an earlier report, AdKnowledge found that 32 percent of all sales

resulting from online ads followed an ad view without a click.

The results of the survey raise questions about the viability of

cost-per-click and cost-per-acquisition advertising deals, which are

favored by many dotcoms.

Note: You will need Adobe Acrobat Reader to view the original report.

Download it here.

<http://www.engage.com/adknowledge/oar/oar_docs/oar_3rdqtr00.pdf>



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