Advertising Plays Important Role In Building Online Brands

Advertising continues to play an important role in building online brands, according to a recent report by CIA Sensor. In a national survey highlighting the connection between the public’s awareness of dotcom brands and the amount of money these brands have spent on advertising, a strong correlation between awareness and adspend was found.

During 1999 the first generation of online brands gained significant awareness, despite the fact that some tended to spend less than their newer competitors. In the first few months of this year, however, awareness became more directly correlated to the amount of adspend, according to the CIA MediaLab research.

The two most obvious exceptions to the results of the study are MSN, which has seen its awareness fall despite a substantial increase in adspend, and Yahoo, which has retained high levels of awareness with a small advertising budget.

CIA MediaLab: 020 7803 2000