Following is one such example from Volvo. The additional exposure to the Volvo ad banner has consistent positive effects - enhancing the perception of performance and competitive differentiation. Online Advertising has the potential to increase sales. We observed a positive increase for nine of the twelve brands tested. While additional powerful messaging may wait on the other side of a banner at the advertiser's Web site, the analysis indicates that the exposure itself carries nearly all of the value.
Online advertising is more likely to be noticed than television advertising.
The results show that Web advertising compares favorably to television in its ability to create a brand-linked impression. The engaged state, which the Web encourages, seems to help provide higher attention to online advertising. Conclusion Online advertising, using banners, has tremendous communications power. Given that the Web's advertising power is just beginning to be understood, any advertiser looking to build their brand and increase their sales should utilize online advertising alongside traditional media to ensure their future success. The Internet Advertising Bureau today announced results from the largest and most comprehensive test of online advertising effectiveness to date.