A new custom CNN Digital Research study is bullish on Internet advertising.
“Online video and banner ads used together dramatically impact ad effectiveness by preventing viewers from ‘bailing out’ on the ad and often doubling, and even tripling, ad recall, doubling brand awareness and significantly enhancing believability, message communication, product knowledge and word-of-mouth,” the network said in a prepared statement.
CNN Digital Research looked at three advertising categories -- luxury auto, telecommunications and financial services -- and recruited an online panel, through research firm OTX, which closely matched the age, gender and demographics of CNN viewers.
“This was a thorough proprietary study that clearly demonstrates the value of CNN’s online-advertising assets,” Turner Broadcasting System Inc. chief research officer Jack Wakshlag said in a prepared statement. “It confirms that online video and banner advertising has the ability to reach and influence this highly desirable audience.”