NEW AD UNITS LIFT BRAND AWARENESS

Posted Thursday, July 19, 2001 12:00 am

By: Staff Reports A Study Of CNET's New Ad Sizes

(Adweek IQ) CNET Networks, the San Francisco-based tech media company, and Millward Brown IntelliQuest (MBI), unveiled a study that measured the effectiveness of CNET's new rich media interactive advertising units, also known as Messaging Plus Units (MPUs).

According to the Millward Brown IntelliQuest research, Messaging Plus Units proved to have significant "stopping power," and also enhanced aided and unaided brand recall by as much as 55%. They also positively impacted brand purchase consideration after a single exposure.

The research was conducted on a sample size of 1,384 users of CNET's News.com, the first Web site within CNET Networks to utilize the new format.

Related stories:
CNET LAUNCHES TWO MORE ONLINE AD UNITS (02/05/01)
NEWS SITES EXPERIMENT WITH LARGER ADS (02/02/01)

Copyright 2001, Editor & Publisher.

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NEW AD UNITS LIFT BRAND AWARENESS

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