Measuring The Brand Effects Of Banner Advertising Campaigns

Lars Bergkvist
Managing Director, CQ Marketing Research AB, Sweden.
Marcus Friström
International Marketing Manager, DoubleClick, Sweden.
and
Jonas Melander
IT Manager, CQ Marketing Research, Sweden.

INTRODUCTION

In the early days of Internet advertising the focus was mainly on the features that make Internet advertising different from most other forms of advertising, i.e. interactivity and the possibility of many-to-many communication (Hofacker and Murphy, 1998; Hoffman and Novak, 1996, 2000). Ads on websites were seen mainly as a means to generate traffic to other web pages (i.e. click-through), where the advertiser offered additional product information or the opportunity to buy their products. The brand effects of Internet advertising were largely ignored.

In the last year or so, the focus of Internet advertising has shifted from click-through, or other behavioral effects, to brand effects. This is hardly surprising since there is growing interest in Internet advertising from traditional, off-line advertisers. Since most advertising seeks to attain not only short-term behavioral effects but also more long-term brand effects, websites and advertising networks, in order to attract new advertisers, have started to argue that Internet advertising can produce brand effects in addition to the direct behavioral effects.