Sponsorship Outperforms Traditional Online Advertising
Sponsorship increases the effectiveness of online advertising across the board, according to new research from internet research group, Dynamic Logic.
The research, which analysed 750 online advertising campaigns, shows that consumers are increasingly able to connect online sponsorship with the brand that it is linked to, creating an awareness that has a positive impact on brand favourability.
According to Dynamic Logic, the study should encourage marketers to re-assess their online spend on the grounds that: “The increased volume of online advertising is making it more of a challenge for marketers to successfully communicate with consumers. Consequently, a traditional approach to marketing is becoming more prevalent online.”
The study shows that across all marketing measurement metrics, campaigns with a sponsorship element were found to outperform those with no such associations, indicating that connections are being established between the brands and the events they sponsor. The difference was especially pronounced in terms of brand favourability, which is typically an extremely hard metric to move due to the fact people usually have a clearly established view of their favourite brand.
Dynamic Logic recommends that online advertisers adopt the type of sponsorship that has become popular on more traditional advertising platforms, such as TV and radio. This increasing popularity was illustrated recently by Granada’s ground breaking £3.5 million deal with HomePride to sponsor a range of high-profile programmes on ITV1 (see Granada Secures Innovative £3.5m Deal With HomePride).
Recent research from online analysis group, LemonAd, shows that the face of online advertising is changing rapidly, with banner ads declining in popularity at the expense of other formats (see Online Advertisers Turn Away From Banner Ads).
Dynamic Logic: 0207 152 4004 www.dynamiclogic.com
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