Study Objectives:
Measure the impact and effectiveness of a typical online advertising campaign, specifically measuring the impact on:
– Brand awareness
– Brand sentiment
– Brand consideration
– Purchase Intention
– Recommendation
Inventory:
– Mix of contextual placement and general ROS
– Five week campaign period
Creative included IAB Australia standard:
– Medium rectangles
– Leader board
– Streaming video (streaming video mrec)
– Skyscrapers
– Half page formats (all IAB standard).
