DEC 2008 - Online Advertising Builds Brands
New research across Australia and New Zealand confirms the medium’s ability to deliver
Auckland, 10th December 2008 – Online advertising unequivocally contributes to brand building according to recent research released by Nielsen Online and the Interactive Advertising Bureau in Australia and New Zealand. Nielsen Online, a service of The Nielsen Company, today unveils findings from a successful run of industry ad effectiveness studies showing the impact of online advertising on branding in Australia and New Zealand.
The research involved a comprehensive study of the medium’s brand building capabilities for an established brand in the Australian market as well as a new brand in the New Zealand market. The findings show the positive impact and effectiveness that a typical online advertising campaign can achieve for both young and old brands. Specifically, the research explored the key measures of brand awareness, brand sentiment, brand consideration and purchase intention.
The Australian research was conducted on Kellogg’s Sultana Bran, an established brand in the FMCG category. The campaign consisted of standard banner advertising and video. The impact of the online advertising component of the campaign was established using Nielsen cookies to identify those who had been exposed to the campaign online and those who had not.
The research found intention to purchase Kellogg’s Sultana Bran increased a very impressive 37percent for those exposed to the campaign online, whilst brand consideration increased by 17percent.
“The positive results were consistent with previous proprietary research conducted into the brand impact of online advertising across automotive, finance and retail categories in Australia,” said Tony Marlow, Associate Research Director, Nielsen Online.
The New Zealand study focused on Epitiro’s “new to market” product Isposure. This campaign made up solely of banner ads and search words was focused on direct response, encouraging consumers to download a “connection speed” measurement tool. The campaign has delivered results above the forecasts originally made and its net contribution to the results of the campaign is four times above what was predicted.
However what Nielsen discovered was that the campaign was also tremendously successful from a brand building perspective. Overall brand consideration increased by 67 percent while the target group of broadband users saw a massive 98 percent increase.
According to Mark Evans, CEO of the Interactive Advertising Bureau in New Zealand, “These findings support what we’ve intuitively known for a long time: that not only does interactive advertising deliver fantastic response it’s also an excellent medium for building brand. Moreover, as this study demonstrates, the two objectives don’t have to be mutually exclusive. Interactive allows marketers to drive response and build brand simultaneously. This bodes well for continued increases in interactive advertising spend, particularly in the current economic environment, as advertisers look to make their advertising dollars stretch further.”
Detailed research report presentations are available on both the IAB NZ website at
www.iab.org.nz/resources/item/case_study_epitiro_launches_isposure_in_new_zealand as well as the Nielsen Online website at www.nielsen-online.com/reports_lg.jsp?section=preso_nz along with the research methodology.
For further information with regards to Ad Effectiveness for New Zealand, please contact Tony Boyte, Senior Analyst, Nielsen Online at 970 4143 or tony.boyte@nielsen.com .
*Sources:
Nielsen Online Ad Effectiveness, IAB Case Study, Isposure - September 2008.
Nielsen Online Ad Effectiveness, A Brand Impact Case Study, November 2008
About IAB New Zealand:
The Interactive Advertising Bureau of New Zealand (IABNZ) represents New Zealand's fast-growing, exciting and dynamic interactive advertising industry.
It works with its members to help promote the ability of interactive advertising to engage customers, build brands, drive response, and create an unparalleled channel of communication between brand owners and their customers.
IABNZ’s over 80 member companies include media owners, ad agencies, and web development companies through to research and measurement, ad-serving companies and ISP's. Members range from small independents to some of the world's largest media players and agencies.
IAB NZ is an affiliate of the international group of IAB’s represented in 25 countries around the world.
For further information about IAB New Zealand, please visit: www.iab.org.nz.
About Nielsen Online:
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
About The Nielsen Company:
The Nielsen Company is a global information and media company with leading market positions in
marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.
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