Online ads can be brand boosters

THE Interactive Advertising Bureau today released a case study proving the ability of online ads to lift brand awareness.

In a joint project between five key online publishers – including Fairfax Digital, News Digital Media, ninemsn, MediaSmart and Yahoo!7Nielsen Online research and Kelloggs, an online campaign for breakfast cereal Sultana Bran was measured for effectiveness in lifting brand awareness and intention to buy. Five-point increases were achieved in areas such as awareness, consideration.

One point of interest was that the evidence showed increases were disproportionate to the number of survey respondents who reported they remembered seeing the campaign.

Nielsen’s Tony Marlow said this indicated an effect on a subliminal level during the presentation of the findings at Cafe Sydney this morning.

You can read more at IAB here and;

Download the full report at


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