The first Internet-based survey on attitudes to banner advertising on the Internet has shown that the medium has valuable potential for raising awareness and improving the perceptions of products and services.
The survey was conducted by The Network, part of the Ogilvy Media Company, Millward Brown Market Research and the Electronic Telegraph using a sample of audience of 1,475 ET readers.
Using sample banner ads for Ford and IBM, the survey showed that ET readers’ opinion of the two companies was significantly improved by exposure to the advertising. It also revealed that 9 out of 10 Internet users were in favour of Internet advertising.
Jean McDougall, group business development director at Millward Brown, said the survey shows that: “not only do banner ads get noticed, but they also have the potential to communicate, with each impression having a value in its own right irrespective of click throughs.”
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