Does Internet Advertising Work? Yes, But…

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Recently, Morgan Stanley Dean Witter released a report entitled Correction: Does Internet Advertising Work? Yes, But� Based on data provided by Dynamic Logic and others, MSDW eventually concluded, "Internet advertising banners are a cost-effective branding tool."

"The Internet performs well across branding measures, but we believe it is better for those who already have a brand than those who are trying to develop one."
"At today's prices, we believe banners are cost-effective in generating brand recall and brand interest�but they are only a moderately effective direct marketing tool."
"More attention on branding benefits will attract traditional advertisers"
To draw these conclusions, MSDW relied heavily on normative branding data provided by Dynamic Logic.

"In probably the most in-depth study yet of the effectiveness of Internet advertising, Dynamic Logic, 24/7 Media, and AdRelevance teamed up to provide insight into banner advertising's effectiveness."
"In a second study by Dynamic Logic�individuals exposed to banner ads had a 5.6% higher brand awareness than those not exposed"
"According to Dynamic Logic, by lifting banner ad exposures from one to four or more exposures, consumer's brand awareness doubled."
When considering marketing tactics, smart marketers always ask themselves "How will this tactic help me reach my business objectives?"

The metrics provided by Dynamic Logic's AdIndex product are invaluable to marketers whose marketing objectives surround building brand equity. In this age of increased accountability, all parties involved in online advertising cannot afford to be deaf towards the silent majority of consumers who see ads but do not click. AdIndex ensures that their voice will be heard empowering you to be more accountable.

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