SOURCE: Advertising.com

April 20, 2006 09:36 ET

New Research Reveals a Dramatic Increase in Consumer/Brand Engagement Resulting From Network-Wide Roadblocks

Advertising.com's "NetBlocks" Deliver Lasting Impact via Short-Term, High-Volume Advertising

BALTIMORE, MD -- (MARKET WIRE) -- April 20, 2006 -- Advertising.com today released new findings from its Optigence® research platform which revealed that "NetBlock" campaigns can significantly increase consumer/brand engagement in the days following ad exposure. Similar to roadblocks, which enable advertisers to own all advertising on specific content for a given period of time, NetBlocks enable advertisers to effectively "own" a portion of the Advertising.com network during a limited period of time. "Ownership" can be defined as a desired volume of impressions, all impressions served to a specific demographic segment, and more.

"NetBlocks provide an innovative way to achieve mass reach of a targeted audience in a short time frame," says K-Yun Steele, VP/AMD at Beyond Interactive, "Clearly, the combination is powerful -- resulting in a high level of interaction and lasting mindshare for an advertiser's brand."

For the purpose of this study, engagement was measured as visits, time spent and pages viewed on an advertiser's site. Through its partnership with comScore Networks, Advertising.com measured the impact of NetBlocks on these metrics as compared with a control group. For each campaign, the analyzed post-exposure periods included the 24 hours following the last exposure, the 48 hours following the last exposure, and the seven days following the last exposure.

Overall results showed that NetBlocks increased website visitation -- delivering up to a 1,700 percent lift in traffic to the advertisers' websites. In addition, exposed consumers demonstrated higher engagement levels with the advertisers' sites -- achieving up to 3,600 percent and 1,500 percent increases in time spent and pages viewed, respectively.

"This new research underscores the value of NetBlocks in a brand-building context and how well they perform in both the short and long term," says Scott Ferber, CEO of Advertising.com. "The ability to measure brand engagement this way is unique to the Web. It's one reason top brand advertisers are increasingly moving their campaigns online."

About Advertising.com(SM)

Advertising.com conducts strategic direct-response and brand marketing campaigns that guarantee bottom-line results for our clients. From Web ads to search listings, we offer diverse tactical tools, innovative thinking and the most expansive reach in the industry. Advertising.com is a wholly owned subsidiary of AOL LLC. For more information, visit www.advertising.com or call 410.244.1370.

Contact Information

  • CONTACT:
    Kathy Delauney
    Advertising.com
    410-244-1370 x11018
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