Advertisement Awareness is measured by a question asking respondents if they recall seeing an ad on a particular Web site in the past seven days. By the criterion of getting noticed by consumers, the twelve ad banners tested by the IAB demonstrate unequivocal success after a single additional ad exposure. Eleven out of the twelve show marked improvement in advertisement awareness. For two relatively new brands, the increase was dramatic. Web ad banners not only have the ability to remind consumers about brands for which they are already aware, Web ad banners can and do inform users about products that were not previously on the consumer's radar.
Online advertising provides significant brand communications power.
In general, Web advertising can positively impact brand perceptions. 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.