Study: Broadband ads more effective than narrowband

Maddox, Kate
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, ps2
Trade Publication
This article assesses the advantages of broadband advertising over narrowband marketing. Advertisements recall for broadband advertising was 34 percent higher than narrowband advertising. Broadband advertising was at least 30 percent more effective than narrowband advertising, based on questions concerning how the advertisements shifted a user's understanding of the brand. In 60 percent of cases, over half of the visitors spent between 30 seconds and five minutes interacting with the advertisements. Lastly, broadband offers a lower cost per branding impression than narrowband as a result of higher recall rates.


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