Why Whisper ? ... Market Research
The Evolution Of Online Advertising

The online advertising industry is constantly evolving. Still, online advertising sales have grown exponentially every year since the late 1990's. While some form of banner is still the dominant online advertising model, it has not fully met the needs of advertisers. Most other models are all some form of "spin-off" of the banners, with many of the same limitations.


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  In an Internet advertising study conducted by the Internet Advertising Bureau in mid 1997, the results showed overwhelmingly that the true value of the ad came from exposure to the banner alone.

The study concluded:

"Banner exposure itself was responsible for 96% of the brand enhancement, while a click-through only contributed 4%. While additional powerful messaging may wait on the other side of a banner at the advertiser's Web site, the analysis indicates that the exposure itself carries nearly all of the value. Click-through may be an important element of some online campaigns, but with an industry average of 2%, the real communications power is where the majority of the audiences can see the message."

More recently, a study sponsored by Channel One analyzed 12 different banners, and reached similar conclusions. This market research concluded that click-through should not be the only goal of a banner advertising campaign:

"Among the twelve ad banners tested, on average, the value of the ad exposure is significantly greater than the value of the click-through. To put the click-through metric in proper context, consider that recall of the advertisement was boosted by four-tenths of one percent (from 43.7% to 44.1%) as a result of those who clicked on the ad banner. That's an increase of less than one percent! Said another way, 96% of the boost in Ad Awareness was caused by the ad exposure alone. The remaining four percent was caused by the click-through."

Nielsen/NetRatings, the global standard in Internet audience measurement and analysis, in their recent survey, also found that companies that have consistently advertised online have significantly increased their market share.

The bottom line conclusion of these studies is that the true value of these ads is branding. Armed with this knowledge, yet dissatisfied with banners overall, large brand advertisers are demanding that the online ad industry create a cost effective means of advertising that more fully accomplishes their needs. Whisper delivers the most effective branding media available for Internet use.

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