Australian's might
not click
with online advertising, but it is still an invaluable branding
resource for digital marketers according to new research by Nielsen.
New
research by Nielsen has shown around one third of Australian consumers
are able to recall online advertising they were exposed to, with four
out of ten consumers able to link the correct brand to an unbranded
advertisement.
The research is based on a three years worth of research with over 100,000 respondents.
The research also revealed intention to
purchase increased by 4.9% following exposure to an online advertising campaign, with brand
sentiment increasing by 5.3%.
Display advertising also correlated with a rise in awareness, with top-of-mind awareness jumping 3.1% while
prompted awareness increased by 3.5%. The likelihood of a
consumer recommending a brand following exposure to an online
advertising campaign also increased by 4.4%.
“The number of companies advertising online and the budgets
Australian organisations are dedicating to online advertising campaigns
is growing every year, but what we have lacked in Australia is a set of
local benchmarks against which to measure the effectiveness of that ad
spend,” states Tony Marlow, Research Director, Asia Pacific of
Nielsen’s online division.
Nielsen claims that their research for the first time provides
Australian organisations with a set of reliable, local performance
benchmarks to measure the effectiveness of online
advertising.
“Operating without benchmarks is a bit like
flying blind – you can gather up the campaign metrics, but you need the
context to get a true gauge on performance, and this is something
Australian online advertisers have not had access to in the past.” continued Mr Marlow
The
research is some welcome news for those in the online advertising,
which despite overall growth, has seen a decline in display advertising
revenue which shrunk 5% in 2009 according to the latest IAB figures.
“At a time when marketers are seeking to invest their resources
where they will gain the most return on their investment, the Nielsen
benchmarks provide further evidence of online advertising’s
effectiveness."said Paul Fisher, CEO of IAB Australia.
