Australian research reveals high consumer recall for online ads
New research into the effectiveness of online advertising has revealed that one-third of Australian consumers (33%) exposed to an online ad are able to recall it when prompted, while 41 percent are able to link the correct brand to an un-branded advertisement.
The latest Nielsen research was developed over three years and based on more than 100,000 Australian respondents. The research company says it for the first time provides Australian organisations with a set of reliable, local performance benchmarks against which to measure the effectiveness of their online ad campaigns.
The research also revealed that respondents’ intention to purchase or use products or services increased by 4.9 percentage points following exposure to an online ad campaign, and brand sentiment increased by 5.3 points.
Awareness also saw a jump following exposure to an online ad campaign. Top-of-mind awareness rose 3.1 points, while prompted awareness increased by 3.5 points. The likelihood of a consumer recommending a brand following exposure to an online advertising campaign increased by 4.4 percentage points.
“The number of companies advertising online and the budgets Australian organisations are dedicating to online advertising campaigns is growing every year, but what we have lacked in Australia is a set of local benchmarks against which to measure the effectiveness of that ad spend,” Tony Marlow, research director, Asia Pacific of Nielsen’s online division, said.
“Operating without benchmarks is a bit like flying blind – you can gather up the campaign metrics, but you need the context to get a true gauge on performance, and this is something Australian online advertisers have not had access to in the past.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I would add that locally we are also hamstrung by the constraints from publishers in respect to ad production standards, OS we see far greater impact from advertising online due to the expanded parameters they can work within production wise.
Locally we are still seeing creative execution hampered by numerous constraints ie file size, out dated formats etc
Sorry, top of mind today after “3k” was argued by a publisher to a media agency for a blue chip brand!
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I clarify that as “3kb” (file size) not 3 grand!
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Benchmarks only measure benchmarks, they don’t measure effectiveness. It’s like saying girl A is prettier than girl B. It might be interesting, but it still doesn’t mean you’re going to ask girl B out. Benchmarks, no matter how brilliantly concocted, achieve little more than satisfy some people’s need to measure everything and that’s about it. A desperate need to measure benchmarks is what gave us Milward Brown’s LinkTest! One day marketers will accept that each ad, whether traditional or digital, has a life of its own and benchmarking them is about as flawed as comparing sportsman from different eras.
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Agree Benchmark.
All Benchmarks do is give comfort to brand managers looking to hide behind another ‘LinkTest’.
Perhaps readers will appreciate this. 2 cars rate 4.5 and 4.8. A third rates 8.4.
That doesn’t mean I’m any closer to buying the 8.4 car than the 4.5 car.
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another piece of completely irrelevant online research to add to the pile
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Surely the research highlights 67% won’t be able to recall a display ad after prompting.
This isn’t too hot, compared to other media channels.
Not sure this is the local benchmark we need?
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I’m sorry but this is the type of research that if shown to a CEO or CFO by anyone in marketing would get thrown back in their faces. To these guys effectiveness = sales.
Since when did what people say and what people do correlate, and then only for a 4.9% uplift? (BTW – I wonder how that uplift ‘benchmarks’ against uplifts in other media???).
This is not to say online doesn’t work, only this doesn’t help the case.
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Once again, Mr.Buckman is telling the world how the CommBank’s ‘Determined’ campaign was a ‘brave’ decision [AFR 16 Nov]. In other words ”brave’ Mr.Buckman.
I think Mr.Buckman would’ve been better served seeking Sir Humphrey’s advice. He had a slightly different interpretation of ‘brave decision’ than Mr.Buckman’s.
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