Study: Sales with special advertising formats on the rise
In the first quarter of 2006, so-called „Blue Ads“ increased their share of total German advertising revenue to 7.1 percent.
Special forms of advertising on TV are becoming increasingly popular. In the first quarter of 2006, so-called "blue ads" increased their share of sales in total German advertising to 7.1 percent. In the same quarter of the previous year, the share was 5.9 percent. These are the findings of a new study by marketer SevenOne Media. The study analyzed the advertising impact of special advertising formats on all German private stations except MTV and Viva. According to Werben & Verkaufen, the public broadcasters were not included. The special forms of advertising include split screens, sponsorship of certain programs and permanent commercials. In terms of brand recall and popularity, they performed well in the new study. "Blue ads are characterized by a close connection to the program and exclusive placement. Their success is primarily based on the individuality of the design," comments Daniel Haberfeld, Director Research at SevenOne Media, on the study results. The advertising industry has recognized the specific function and effectiveness and is now using special forms of advertising in addition to classic spots to intensify its campaigns.
