Lycos Launches New Ad Format

Lycos UK has launched a new form of online advertising which focuses on brand building rather than click-throughs. Called ‘Shutters’, it scrolls up and down the home page and is a non-clickable format to be used for brand and image building, said to also have positive effects on purchase intention.

The company points out that in the past, the success of internet advertising has been measured solely by clicks and conversion rates, reducing the medium to a pure direct marketing instrument.

User tests with Blockbuster Video found that Shutters drove purchase intention for an established brand from 37.2% to 50.3%, an increase of 35% compared to the control group which did not see the advertising. Another test found that the format helped penetrate unaided brand awareness from 37.5% to 50.1%, a difference of 33% from the control group.

Lycos: 020 7881 6500 www.lycos.co.uk

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