@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.”
@Home, Intel Corp. and ad research company IPSOS-ASI Interactive
initiated the program to help advertisers measure the impact of broadband
advertising relative to other online ad models.
“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.”
Seven advertisers, including Intel Corp., Bank of America, Johnson & Johnson,
Levi Strauss & Co., AT&T, First USA and Toys “R” Us, tested broadband and
narrowband executions of the same strategy for the same brand to determine:
if the test brand ad
was remembered; what the ad communicated; if the ad persuaded users
to an attitude or intended behavior; and if users liked the ad.
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.