BBC: Adverts on the net 'pay off'

The European Interactive Advertising Association (EIAA) looked at 15 major ad campaigns over the period of a month to find out what impact online advertising had on consumers.

A panel of 2,000 people took part in the study which assessed the impact of adverts when watched only on TV, those seen just online and a combination of both. […]

The survey found that online advertising could extend the reach of an ad by about 10% and increase brand awareness by around 6%.