November 2000   

 

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 N E W S  Y O U  C A N  U S E

Travelocity Successfully Uses Online Advertising To Boost Brand

Travelocity, an online provider of travel services, has significantly increased awareness of their brand through the use of online advertising. The campaign was sold by 24/7 Media and ran during September and October of 2000, as a keyword buy on Juno. It is a prime example of the branding power of online advertising.

Using AdIndex to measure the branding value of their campaign, Travelocity found that their banner campaign significantly lifted aided awareness of the Travelocity brand by 16%. Aided awareness refers to the percentage of respondents who indicated that they are aware of Travelocity when presented with a list of travel service providers. This greatly exceeds the average lift in awareness of all campaigns measured using AdIndex, which is 6%.

Frequency Plays Role

The results vary by frequency level - the more times a person saw the banners, the greater the impact in awareness lift. Among those people who were exposed to the banners four or more times, the lift in awareness of Travelocity was 44%.

These research findings prove that not all advertisers need to develop direct response campaigns online for their advertising efforts to be successful. For an advertiser selling highly considered purchases, such as travel, raising brand awareness is very important to sustain a competitive edge.

Examples Of Effective Branding Banners



* Sample for this campaign based on 556 participants, but is compared to over 33,433 respondents in the AdIndex normative database. The Control and Exposed groups are recruited simultaneously to remove any potential impact of alternate channel marketing efforts. Exposure data was recorded when the banners appeared on the web sites used in the actual campaign. Types of banners tested included airlines, packaged goods, financial services, travel service, health & beauty, entertainment, jewelry & gifts and retail.

 M I K E  A N D  M O L L Y

Mutually Beneficial Interactive Advertising

by Mike Carlon

What is the unique value of interactive advertising? I believe it has to do with the ability to provide consumers not only with information (here is what I want to tell you), but also with something of value (a service such an airfare quote). This exchange of value between a consumer and a brand cannot be replicated through the use of non-interactive media.

When it comes to Web advertising, some companies are effectively using banners to enable two-way communication between consumers and brands. Travelocity serves as a good example. A Travelocity-like banner that actually provides consumers with airfares based on a point of origin and destination not only serves as a branding vehicle but also as a service.

I am not suggesting that using interactivity is the only way to get value out of online advertising. As a matter of fact, we see a lot of evidence that standard .gif banners with no interaction do a good job at branding. However the ability to engage consumers in a branded exchange of mutual value can only be done using interactive media.

For four years, Mike has been conducting marketing research for advertisers including, Citibank, Delta Airlines and Unilever. You can write to Mike at mike@dynamiclogic.com


Travelocity: The Perfect Example

by Molly Hislop

A lot of people believe that the traditional advertisers - packaged goods and automotive companies, for example - advertise online for branding purposes since consumers rarely buy those products over the Web. People also tend to believe that e-commerce sites advertise online to drive site traffic and for direct sales only.

Travelocity is a great example of an e-commerce site that recognizes the importance of branding in their online advertising. Very few people impulsively buy airline tickets after clicking through on a banner. Travel is a highly considered purchase and one that is usually driven by a need to go someplace. After that need is established, the online consumer will type in the URL of the travel site that they think of first. Top of mind awareness is going to dictate which URL the consumer types in, and that can be greatly influenced by advertising, as evidenced by the Travelocity case study.

The perception that offline marketers have traditionally been the brand marketers may be true. The misconception that e-commerce sites should focus themselves primarily on direct-response can be damaging to those sites looking to gain a competitive edge in the minds of consumers.

Molly Hislop has conducted online and traditional data analysis for such clients as AT&T and American Express. You can write to Molly at molly@dynamiclogic.com




 A B O U T   A D I N D E X

Dynamic Logic's AdIndex® is a research tool used by online advertisers to measure the effectiveness of their campaign beyond click-through. By providing real-time metrics on brand awareness, purchase intent, message association, and creative evaluation; AdIndex empowers online marketers to optimize their campaigns and get a true measure of the campaign's impact.

AdIndex was developed by Dynamic Logic and has multiple patents pending.
www.adindex.com

 A B O U T  C R O S S M E D I A   R E S E A R C H

Dynamic Logic's CrossMedia Research™ measures the value of integrated media packages and quantifies the success of a cross-media campaign that combines online with print, television or radio. CrossMedia Research allows advertisers, agencies and publishers to understand cost effectiveness of different media in the mix.

 A B O U T   M A R K E T N O R M S

Dynamic Logic's MarketNorms® is a leading source of normative data for online marketing effectiveness, with a database of over 1,000,000 completed surveys and more than 10,000 tested creatives. MarketNorms is a powerful, analytical tool that allows advertisers, agencies and publishers to compare effectiveness by vertical (automotive, CPG, pharmaceutical), ad format type (rich media, interstitials, email) and audience (gender, B2B, consumer).
www.marketnorms.com

 C O N T A C T   U S

www.dynamiclogic.com

909 Third Avenue, 8th Floor
New York, NY 10022

+1-800-245-2455
+1-212-844-3700
marketing@dynamiclogic.com


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