BtoB Online: IAB research indicates branding value of sponsored text ads

An Interactive Advertising Bureau study conducted by Nielsen//Netratings found that text ads, such as those appearing to the right of content in Google AdWords placements, increased brand awareness by 27 percent. The greatest effect was seen on unaided awareness, especially in cases where the text placement was the only ad or the top placement among several.

The brand effect appeared to be very dependent on high placement, with the top position gaining an average of 14 percent lift in the various brand metrics studied, while the fifth placement and below gained only marginally, if at all. That finding contrasts with research reported two days ago that showed that direct response metrics declined in a linear fashion as an ad appeared in lower placements.