Banners ‘advertising medium of future’ says Adlink report

Banner ads do work, according to the first independent pan-European study of online advertising effectiveness.

Just under half of online consumers believe banner advertising has a viable future, according to the “Banner brand impact study” from Adlink.

Undertaken in the UK, Germany, France, Sweden and Spain, the survey of 500 online users (split equally between male and female) used sample banners for a range of industries, including automotive, travel, information technology and information services. A single, uniform banner from the automotive sector was tested in each country to act as a control mechanism.

The study showed that in many cases, banner advertising was perceived as having informational value to Internet users rather than merely trying to sell them something. This was particularly the case in Germany, where 47 per cent did not regard banner advertising as a pure selling tool.

The research also showed that banners are often viewed as a means of accessing the advertiser’s website. Between 79 per cent (UK) and 93 per cent (Sweden) of those questioned said they click on a banner “occasionally to frequently” because it catches their attention or helps them obtain additional information.

Up to 48 per cent of those questioned described banners as “the advertising medium of the future”.

Adlink UK managing director Richard Holman says the survey “clearly indicates that Internet banner ads make a major impact on Web consumers, and are destined to play a pivotal role in the future of advertising communications.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here