Study Finds Banner Ads and Television Ads Equally Memorable

A survey of 7,000 US consumers reveled that consumers are as likely to remember an online banner ad as a television commercial upon initial viewing. According to advertising research firm, Ipsos-ASI, and AOL, while forty-one percent of consumers recalled a 30-second television commercial after one viewing, a complimentary forty percent recalled a static online banner ad. The six-month probe, which tested consumer recall after one viewing of forty-five banner ads across a range of categories on AOL sites, concedes that AOL consumers are typically less experienced Internet users, making them more receptive to banner ads. Ipsos-ASI believes that the study would have similar findings across a sample of AOL and non-AOL users.

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