Newsnetz: New advertising formats meet with approval
The conclusion of a survey conducted on Newsnetz: Visitors respond well to the ad formats. The billboard format is attracting a surprisingly high level of attention.
The news network operators conducted a survey on the effectiveness of online advertising on Bazonline.ch, Bernerzeitung.ch and Tagesanzeiger.ch. The results are impressive: The Newsnetz advertising formats are well received by visitors and the placed advertising messages are strongly remembered, according to a Tamedia statement. The advertising effectiveness was examined by the media agency MediaCom using the online advertising campaign of the car manufacturer Audi for the Audi S3 Sportback model.
In addition to the highly regarded Rectangle and Maxiboard, the new Billboard format surprisingly received a lot of attention in the survey (see illustration). This took the form of an interactive "car configurator" with which visitors could adjust their own personal Audi S3 Sportback. More than 50 percent of the portal visitors were able to remember the billboard format, although it only becomes visible when scrolling. In addition, the billboard format was rated best in terms of likeability due to its size and interactivity. In contrast, the two formats placed at the top of the page, Maxiboard and Rectangle, were remembered by 60 and 73 percent respectively.
For the study, 2,762 visitors to the newsnet aged between 14 and 74 were surveyed. The first survey wave took place before the Audi campaign began between August 11 and 17, 2008. The second survey wave was conducted during the campaign between August 27 and 31, 2008. The proportion of respondents who could recall an online campaign supported by Audi was more than twice as high in the second survey wave, at 29 percent, than in the first wave, at 14 percent. By contrast, the figures for the second most frequently mentioned car manufacturer changed only marginally, rising from 15 to 16 percent in the second wave.
In addition to the highly regarded Rectangle and Maxiboard, the new Billboard format surprisingly received a lot of attention in the survey (see illustration). This took the form of an interactive "car configurator" with which visitors could adjust their own personal Audi S3 Sportback. More than 50 percent of the portal visitors were able to remember the billboard format, although it only becomes visible when scrolling. In addition, the billboard format was rated best in terms of likeability due to its size and interactivity. In contrast, the two formats placed at the top of the page, Maxiboard and Rectangle, were remembered by 60 and 73 percent respectively.
For the study, 2,762 visitors to the newsnet aged between 14 and 74 were surveyed. The first survey wave took place before the Audi campaign began between August 11 and 17, 2008. The second survey wave was conducted during the campaign between August 27 and 31, 2008. The proportion of respondents who could recall an online campaign supported by Audi was more than twice as high in the second survey wave, at 29 percent, than in the first wave, at 14 percent. By contrast, the figures for the second most frequently mentioned car manufacturer changed only marginally, rising from 15 to 16 percent in the second wave.
