Established Net brands beat big-budget sites

Established Internet brands have a higher degree of consumer awareness than new brands with much larger advertising budgets, according to research conducted by CIA MediaLab.

The research found that Yahoo!, the Internet search-engine established in 1994, has the highest prompted awareness with 39 per cent. However, it spent just &£700,000 on advertising last year.

Yet despite having a media spend of &£2.5m, the online auction site brand has just five per cent awareness., which spent &£2.6m last year, has a 28 per cent awareness, beating rival which has just a nine per cent awareness despite a higher advertising spend.

CIA MediaLab, a media research division of CIA Medianetwork, interviewed 500 adults in a national survey of Internet brands.

CIA Medianetwork head of planning David Fletcher says: “It is not just a case of spending the money to launch a site, money must continuously be invested in marketing to fight off competition.”, the sportswear Website, has spent &£1.6m on advertising since its launch last November, but has an awareness of eight per cent., the online late booking service, achieved seven per cent awareness, with an ad spend of only &£600,000.


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