News
Web adverts 'drive brand engagement'
Categories: E-commerce
09 July 2008
Online advertisements are crucial for attracting customers to a brand, according to an Internet Advertising Bureau (IAB) study reported on UTalkMarketing.
This type of marketing influences 40 per cent of brand engagement compared with 31 per cent through the press and 19 per cent from television, the research found.
The aim of the study was to compare the success of web adverts in brand engagement with radio, press and television advertising.
Campaigns run by Debenhams, John Lewis, Marks and Spencer, Woolworths and Next were looked at by researchers working on the study. They found the four main influences in brand engagement were the store's reputation, quality of its goods, customer's taste and easy access to the store.
Guy Phillipson of the IAB told UTalkMarketing: "We hope that this latest Brand Engagement study will help retail advertisers fully appreciate the brand-building capabilities of online and in turn increase the medium's share of their marketing budgets."
The IAB is the UK's trade association for internet advertising.
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