comScore Research Study Reveals
Comprehensive Results of Kontera In-Text Brand Research
Dramatic Increase in Brand Awareness
The campaign delivered Unaided Brand Awareness lift and Top of Mind Awareness lift that were respectively 4 and 5 times greater than comScore norms observed for internet display campaigns. Unaided Awareness achieved 69% lift (comScore norm: 17%). Top of Mind Awareness achieved 73% lift (comScore norm: 13%).
Significant Increase in Product Purchase Intent
Consumers who saw Kontera’s In-Text ads showed a 42% lift in Brand Purchase Intent, 77% lift in Product Favorability, and a 68% lift in Product Purchase intent, when compared to demographically and behaviorally identical consumers who did not see Kontera’s ads.
Exceptional Message Recall
Consumer’s recall and awareness of the primary message for the campaign was 2.5 times greater (155% lift) among those who saw Kontera In-Text ads, whencompared to demographically and behaviorally similar consumers who did not see Kontera’s ads.
Kontera In-Text Strongly Impacts Consumer Behavior 3 weeks after Exposure
Consumer behavioral analyses of brand-related actions were also conducted three weeks after the initial exposure using comScore’s fully tracked consumer panel. The results show dramatic impacts to behavioral measures after the fact, namely increases in online searches (on search engines) for the products advertised and visits to the product website.
Surge in Online Product Searches (Google, Y!, Bing)
Studies of comScore’s consumer panel indicated that 3 weeks after exposure, searches for the CPG products advertised increased by 400% (5x lift), on the respective search engines.
Increased Visits to Product Website
Three weeks after exposure, visits to the product website increase by 151% (2.5x lift), when compared to demographically identical consumers who did not see Kontera In-Text ads.
Results of Kontera In-Text User Experience Study
comScore conducted an extensive study and analyses of In-Text advertising. The 3 months study examined end-users’ attitudes towards various forms ofonline advertising, and towards Kontera In-Text advertising in particular. The study revealed that consumers view Kontera In-Text ads as one of the cleaner, less cluttering and more relevant ad formats. Kontera In-Text display ads were ranked in the “middle of the pack” in terms of website trust and intrusiveness.
A Cleaner, Less Cluttering Ad Format:
61% of consumers strongly agree that Interstitial ads “clutter the page,” followed by 52% for Video ads, 45% for Rectangle ads, 36% for Banners, and only 34% for Kontera In-Text.
More Relevant Ad Type to the Page’s Content:
21% of consumers strongly agreed that Kontera In-Text ads are “related to content,” compared to 15% for Google Text ads, 14% for Rectangle ads, 14% for Interstitials, 11% for Banners, and 10% for Video.
Amongst the Less Intrusive Ad Types:
Given a backdrop of consumers who are largely desensitized to display ads and do not “see” most display ads, Kontera In-Text was found to be “very intrusive” by only 33% of consumers, as compared to 63% for Interstitial ads, 53% for Video ads, 40% for Rectangle ads,and 29% for Banners.
