Big name marketers from soft drink makers to cars to packaged goods are shifting greater shares of their marketing budgets online. But a report from Dynamic Logic indicates that, over the last two consecutive years, those ad dollars are having less of an impact, ClickZ reported. Among the reasons for this paradox: too much clutter, which has led to a growing indifference to display ads. The ”brand message association” experienced by users who saw an online campaign between Q404 and Q305 was 4.3 percent higher on average than a control group. But that number slumped for the next two years to 3.5 percent and 2.5 percent, for 2006 and 2007, respectively. Brand awareness also suffered during that same period, as online ads drove recognition up 3 percent in 2005. After that, interactive ads contributed only 2.2 percent to brand awareness.
http://www.paidcontent.org/entry/419-online-branding-campaigns-effectiveness-has-declined-two-years-in-row-r/
http://www.clickz.com/showPage.html?page=3628144
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