Research company Millward Brown Interactive, San Francisco, is looking for 50 of the leading Web publishers, advertisers and agencies to take part in the Online Media Planning Research it was commissioned to do by the Internet Advertising Bureau.
The purpose is to learn what effect various levels of online advertising frequency have on online brand communication. The controlled experiment will be done in the real-world Web environment. Millward Brown hopes to answer questions such as “Is there an optimum number of exposures before the ad ceases to be effective?” “How long can advertisers afford to be online?” and “Do people who have seen an ad more times forget more slowly?”
