Awareness and Engagement is delivered by great creative on vertical ad networks.
Cory Treffiletti’s June 24 Online Spin artfully discusses the dichotomy between beliefs that online advertising is effective for engagement but not for awareness. Television is effective for concentrated mass reach – with very limited targeting. Online is effective for targeted mass reach.
In addition to all the points in his article (worth reading), Adify, ComScore, and the Online Publisher’s Association have seen that both engagement and awareness are considerably stronger when the advertising is on contextually relevant content. Adify and comScore further have demonstrated that engagement is up to 400% better (http://www.comscore.com/Press_Events/Press_Releases/2009/4/comScore_Study_Highlights_Rapid_Emergence_of_Vertical_Ad_Network) on vertical ad networks because the independent and niche sites within vertical ad networks address the passions of their audience.
The key to building awareness is breaking through the noise. Breaking through the noise online requires delivery of compelling creative on sites where users are highly engaged and thus can have a real impact. As recently validated by a Google benchmarking study, larger ad units and video are helping many large brands ‘break through the noise’. If you combine this with the ability to run your creative across a host of passionista sites, then you have the perfect formula for making a real impact.
If the campaign goal is to drive awareness and engagement then vertical ad networks and Adify Media, announced in April, are strong bets because of the quality of sites, 100% transparency of placement and delivery, and compelling share of voice. Adify Media has completed studies with both comScore and Vizu demonstrating strong brand lift and brand recall impacts by advertising to targeted audiences engaged on sites reached by Adify Media. Countless studies tie brand lift and recall to increased purchase behavior and loyalty. So – Cory is right – you can drive awareness and engagement online as long as you choose your media to maximize your impact.
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"Vertical networks are emerging as one of the most important advertising innovations in online publishing. Pairing established media brands with high-quality long-tail content is the first thing I recommend to publishers as part of an overall ad revenue strategy and Adify is the go-to solutions provider in this rapidly growing market." Greg Stuart
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Interactive Advertising Bureau (IAB)