The Relationship Between Awareness and Banner Impressions

  |  January 25, 2011   |  Comments   |  

Tourism Fiji's case study showed banner ad effectiveness on brand awareness.

For anyone who has worked with online banner ads as a medium for a long time, there are things that we think we know about banners. We see the patterns emerge over and over but we can't actually prove things categorically. I believe a recent campaign at the ad network I work for took a step closer to proving that banner ads have a significant and measurable effect on brand and product awareness.

To give you a bit of background, the client is Tourism Fiji (the beautiful tropical island), the agency is PMA Communications Group, and the execution was standard banner units. The sites for the campaign were selected using comScore behavioural analysis and the target market was the U.S., even though the campaign was booked in Sydney, Australia.

The campaign employed the standard banner measurements of impressions and clicks and these numbers were solid but not overly remarkable. What made the campaign break out was using social media monitoring to measure the level of discussion and interest around the brand. For this reporting, we used Statsit, a leading regional social media monitoring and insights company. For the purpose of the measurement, only forum and blog mentions were measured. We disregarded data from Twitter, as we did not consider it substantial in reflecting online awareness for the purposes of this campaign.

The campaign began in July 2010 and had a number of bursts before ending in October 2010. No TV ads or significant other mass marketing was run concurrently with the banner campaign.

Here are our key findings:

Banner ads create awareness evidenced in social media discussion. By the end of the campaign, the blog mentions and forum entries talking about Fiji were up 110 percent over the established baseline.

The awareness created was lasting. The level of discussion did not immediately fall back to its previous range once the impressions were reduced or stopped.

The awareness created was compounded. As the impression levels increased, so did the awareness. The awareness grew in a compound fashion building on the awareness levels of earlier impressions.

There is a time lag between impressions and online discussion. We can see a clear time lag between the spikes in the impressions and the corresponding increases in awareness. Interestingly, these lags seem to lessen as the compounding effect takes place.

I have included the graph showing the dates with the corresponding number of banner ad impressions run over those dates and the number of online blog and forum posts including the word 'Fiji'.


We can see that this campaign strongly suggests there is a direct and measurable correlation between banner ads and an increase in substantial online discussion. We can see the relationship between volume increases in banners and the effect that has on awareness. We can also see that the awareness does not immediately fall away when the ad volume decreases and that awareness has a compounded effect.

However exciting this may be, I am not going to claim a complete victory yet. We intend to run further campaigns with measured exposure to the banner ad being an additional variable. Hopefully we can have a compelling update soon.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!


Matt Harty

Originally from Australia, Matt has lived in Asia for over 20 years. He started in the Internet in 1997 as the co-founder and employee No. 1 for SpaceAsia Media, the first Pan-Asian ad network founded in Asia. SpaceAsia sold in 2000 to Engage Inc. (CMGi) with Matt staying on after the sale. In 2003, he founded Activ8 Worldwide as a JV with Outblaze Ltd, which handled global media sales for, Sanrio Digital (Hello Kitty), the Opera browser, plus a number of other leading brands. After the sale of Activ8's primary assets, Matt took a board director's seat on the Malaysia listed Oriented Media Group Berhad. In 2009, he took a position at News Corporation's FOX Networks as VP, Asia Pacific and Middle East. He is now general manager at Accuen, part of Annalect, Omnicom Media Group's business unit to lead the trading desk in Asia. Connect with Matt on Google+.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!



Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.


    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...
    • Creative Marketing Associate
      Creative Marketing Associate (NewMarket Health ) - BaltimoreAre you looking for a foot in the door with the best marketing company in the business...