@Home: Broadband Tops Narrowband Ad Models
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@Home Network said a new study shows that broadband models outperform narrowband ad models with an increase in an ad's likability, a higher opportunity for recall and increased potential for "click-through."
The company said its Rich Media Advertising Program "was designed to create and define the next generation of online advertising, benefiting the industry at large."
"Results of the study show that there is a ceiling in narrowband advertising that broadband has the capability to break through," said Suzanne Brisendine, director of Intel's rich interactive marketing program. "The increased bandwidth enables advertisers to communicate messages more effectively, build consumer awareness and potentially generate higher click-through rates."
The study proved that broadband interactive advertising: can be 10-15 percent more likely to be remembered; can be 20 percent more interesting and entertaining; and doubles the potential for "click-through" rates.