During this time, online brand awareness grew dramatically. Impressions were cut to 300,000 between the end of December and March, and online brand awareness dropped quickly. I mention this because it supports that the imagery purchase intent is a function of the online awareness. There s an enormous amount of work to do in this arena with modeling, but for now, there s evidence that the people who are responding to what they claim is online advertising, do indeed seem to be doing just that. First, they support brand equity building online.
Brands can build awareness and positively shift key image dimensions with online imagery.
Second, they provide additional evidence that click is not the ultimate measure of an ad s effectiveness. Awareness and equity can build among those who have not clicked. Third, they reinforce that good advertising is being seen and logged into memory. I ve heard the banner space described as many things the graveyard and a dead zone for example all implying that consumers aren t giving any eye time to them. Yet, data indicates there is advertising being remembered, and it s having a positive effect.