Research Reveals Importance Of Online Sponsorship
Online marketing campaigns with sponsorship elements outperform traditional online marketing campaigns, according to new research from online analysis group, Dynamic Logic.
According to the survey, based in over 750 campaigns, consumers are increasingly able to connect sponsorship with the appropriate brand, and those connections have a positive influence on brand favorability.
The research reveals that online sponsorship has a positive effect on branding and supports the claim that online advertising can have a positive effect on building brand awareness and encourage a shift away from concentrating on click through rates.
Paul Frampton, associate director at Media Contacts, said: “Historically, advertisers or agencies have evaluated online sponsorship on the basis of how many users are reached or how many clicks have been generated. Sponsorship is about founding and improving brand values/perceptions and therefore to understand whether advertising has been successful in shifting these, that is what you need to measure.
Suzanne Moorey, Managing Director at Dynamic Logic Europe, added: “Marketers are always looking for new and better ways to communicate with consumers. Consequently, a traditional approach to marketing is becoming more prevalent online. The sponsorship concept has been commonplace in offline marketing for decades, especially around sports related events. That idea simply entails connecting a brand with something consumers have passion for – such as a sporting events, music tours and charity functions.”
Search targeted marketing will be the fastest growing area of online advertising in 2004, according to a new study from Jupiter Research (see New Research Reflects Growing Power Of Search).
Dynamic Logic: 0207 152 4004 www.dynamiclogic.com
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