Text Links Raise Brand Awareness

By: Ann M. Mack

(Adweek IQ) Sponsored-search advertising helps to raise brand awareness, especially in instances where a marketer holds the top position on a search results page, according to study released this week.

The research, commissioned by the Interactive Advertising Bureau’s Search Effectiveness Committee and conducted by Nielsen//NetRatings, surveyed more than 10,500 Web surfers to examine the effect of sponsored text links on brand metrics.

When survey respondents were asked to name a specific brand within the health, automotive, beverage, electronics, retail or finance industries, they were 27% more likely to name the brand displayed in the top spot of the sponsored links section of a search page compared to a control group.

The study also found that brand metrics increased by an average of 14% across the six industries for text ads holding the No. 1 position on a search engine. Conversely, ads in the fifth position showed a minor directional lift in brand metrics.

Contextual advertising, or text ads that appear alongside related editorial content, caused a 23% brand awareness rise among those who saw them.

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