SOURCE: Brand Affinity Technologies

Brand Affinity Technologies

March 18, 2009 08:30 ET

Research Shows Celebrity Endorsements Build Brands AND Boost Direct Response in Online Campaigns

New Study and Beta Engagements Detail Impact of Endorsement Ad Campaigns Powered by Brand Affinity Technologies (BAT)

IRVINE, CA--(Marketwire - March 18, 2009) - As debate over the form and function of online display advertising heats up, new research finds that celebrity athlete endorsements deliver significant brand lift and direct response results. A study conducted by Insight Express on behalf of Brand Affinity Technologies (BAT) measured the impact of adding targeted endorsements to online creative for several national advertisers. Study participants shared their responses to BAT-enabled display advertisements featuring professional athletes endorsing consumer products and services, and to those same advertisements with no endorsement talent. Combined with the results of BAT's live beta campaigns, findings indicate that online endorsements perform strongly on both branding and direct-response levels.

"The high levels of recognition and passion that people have for their favorite athletes and celebrities is what makes endorsement marketing perform so well," said Ryan Steelberg, President and CEO of BAT. "Historically, the process of contracting and activating celebrities for endorsement and sponsorships has been extremely challenging and time consuming. BAT's solution not only brings endorsements online, but streamlines the opportunity for advertisers of all sizes to create knockout campaigns that effectively tap into the passions of their target audiences and thus, improve online ad performance."

When ad campaigns featuring (video and still) images of athletes were tested against the same ads with no endorsement, the study found:

--  A 180% increase in unaided brand awareness, highlighting the ability
    of endorsement ads to fundamentally "register" with consumers;
--  A 56% improvement in message association, where participants correctly
    absorbed the attributes of tested products and services;
--  A 39% improvement in brand favorability, demonstrating how positive
    associations about an athlete carry over to brands; and
--  A 27% increase in purchase intent, a measure that speaks to brand and
    behavior goals.
    

The study results come as BAT emerges from its beta stage, where live, BAT-enabled ad campaigns delivered an average of 13.5 times advertisers' typical conversion rates and, on average, 3.5 times advertisers' typical click-through rates. Beta advertisers used BAT's Web-based Platform to identify and deploy the most appropriate talent for their campaigns, based on athletes' BAT Affinity Ratings in target markets nationwide.

"Endorsement marketing has traditionally been more gut instinct than science," said Allie Savarino Kline, BAT's vice president of marketing. "BAT's data-supported method removes much of the risk and guesswork involved with choosing the 'best' talent, so predicting market-by-market response becomes much easier. The research and beta results confirm the potential of targeted online endorsements to outperform advertisers' other online campaigns and to deliver significant branding and direct response benefits."

About Brand Affinity Technologies (BAT)

Founded in 2007, BAT (http://brandaffinity.net) is reinventing the business of endorsement marketing for the online world by making it easy and affordable for advertisers of all sizes to launch ad campaigns featuring athletes and celebrities. Advertisers use BAT's Endorsement Platform to identify, license, and activate the most effective talent for their campaigns, based on brand and targeting considerations. Currently, BAT's Platform features more than 1,400 top athletes in markets nationwide, and is used by leading advertisers to build brand value and boost campaign performance. BAT's celebrity roster includes marquee active and retired players in nearly every sport, including Drew Brees (NFL), Josh Hamilton (MLB), Baron Davis (NBA), Brooks Robinson (MLB - Hall of Fame), Emmitt Smith (NFL - retired), and Lennox Lewis (Boxing).

Contact Information

  • For more information, contact:
    Tricia McKenna or Erica Salamida
    Louder Than Words
    781-487-0002
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