ONLINE SUPERSTITIALS HOLD THEIR OWN

By: Sarah J. Heim Study Finds Online Ads Can Rival TV Commercials


(Adweek IQ) Television has long been touted as the best medium
for delivering a deep message to the consumer. A new study,
however, conducted by independent market research firm Harris
Interactive, has found that online Superstitial ads can rival the
brand recall, viewer acceptance, and persuasive capabilities of
TV commercials.

The study, which was unveiled Monday, was commissioned by
Superstitials creator Unicast to increase understanding of the
differences and similarities between TV spots and Superstitials.
"We were not looking to judge a Superstitial ad against a TV
commercial," said Allie Shaw, vice president of global marketing
at New York-based Unicast.

Also, Unicast wants to make it easier for advertisers and
marketers to decide on ad budgets for online and offline
offerings by using the same criteria, she said.

To this end, Rochester, N.Y.-based Harris Interactive recruited
three diverse advertisers -- Lincoln-Mercury, Nextel and Miller
Brewing Co. -- to provide one new TV spot and one new
Superstitial, each containing the same message. Ads were provided
by Y&R-The Media Edge, New York (for Lincoln-Mercury), Devon
Direct, New York (Nextel), and Starcom, New York (Miller Brewing
Co.).

The study found that in two out of three cases, Superstitials
were as likeable as commercials, and brand recall was the same
for both. Overall recall was 81% for Superstitials, versus 93%
for TV spots.

In all three cases, both ads had a 30% increase in purchase
consideration post ad exposure and a 10% increase in purchase
intent.

Marianne Foley, vice president of strategic initiatives, Harris
Interactive, said these findings would likely come as a shock to
the ad industry. "I hope this helps advertisers recognize that
it's time to stop spending time on ad units that are 5 or 6 years
old [such as banner ads] and say, "What [is the Internet medium]
capable of against other mediums,'" she said.

At least one advertiser is intrigued by the results. "This study
allows us to compare and contrast online and offline advertising,
and helps cement the Internet as a critical component of our
media mix," said Gina Shaffer, digital marketing manager, Miller
Brewing Co.



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