Study: Multiple Exposures to Banner Ads Increase Brand Awareness

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A study released yesterday found that there is a direct correlation between multiple exposures to banner ads and an increase in brand awareness.

Diameter, the audience measurement and analysis division of DoubleClick Inc., conducted the Make-A-Wish Frequency Study for the Make-A-Wish Foundation, a Phoenix-based nonprofit that grants the wishes of children with life-threatening diseases.

Results of the study showed that advertising awareness of the Make-A-Wish banner ad rose 51 percent after five exposures to the banner from an initial awareness level of 16 percent to 25 percent. More than five exposures to the banner, the study noted, had no measurable effect on advertising awareness, suggesting that marketers looking to increase advertising awareness should cap their ads' frequency at that level.

For marketers looking to increase brand awareness, the study found an increase of 50 percent after eight exposures to the Make-A-Wish Foundation's ad. Also, element recall increased 126 percent after eight exposures, the study said.

"Through the Make-A-Wish Frequency Study, we were able to demonstrate conclusively the extent to which the Web is an effective vehicle for branding," said Doug Knopper, vice president and general manager at Diameter.

Knopper said that when participants were asked what they remembered about the ad they just saw, the tag line "All she wants this holiday season is Hope," which had an initial awareness of 4.2 percent, rose to 9.5 percent after five exposures. Advertising recall increased to 47.1 percent after eight exposures to the banner, from 22.8 percent after the initial exposure.

"The sophisticated methodology illustrated for us exactly what role each element, specifically logo, image and message, plays in creating an impression on our audience," noted Paula Van Ness, president/CEO of the Make-A-Wish Foundation of America.

The Make-A-Wish Frequency Study was evaluated using Diameter's campaign evaluation system and DoubleClick's DART ad serving technology. Diameter said users were exposed to the Make-A-Wish banner ads a predetermined number of times and were segmented into four groups based on levels of exposure to the Make-A-Wish banner ad.

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