Are online ads losing their zing?

The ability of online advertising to make a lasting connection with consumers may be on the wane, according to a new Dynamic Logic study reported by ClickZ.

The study found that while consumers exposed to online ad campaigns between 2004 and 2005 exhibited brand message association 4.3% higher than a group exposed to conventional ads, by 2006 the message association benefit had fallen to 3.5% and, by 2007, to just 2.5%.

The same downward trend was present in the more general measure of brand awareness, with a 3% benefit over old-style ads in 2005 falling to 2.2% by 2007.

Levels of online ad awareness have also dropped dramatically. That measure gave online ads a 7.3% advantage over conventional ads in 2005, but by 2007 that had fallen to a still reasonably high 4.8%.

Data for the study was taken from Dynamic Logic’s Marketnorms database of consumer responses to advertising.

You can help us (and help yourself)

Small and medium businesses and startups have never needed credible, independent journalism and information more than now.

That’s our job at SmartCompany: to keep you informed with the news, interviews and analysis you need to manage your way through this unprecedented crisis.

Now, there’s a way you can help us keep doing this: by becoming a SmartCompany supporter.

Even a small contribution will help us to keep doing the journalism that keeps Australia’s entrepreneurs informed.

Trending

COMMENTS

Subscribe
Notify of
guest
0 Comments
Inline Feedbacks
View all comments