4 User Control Users were found to be bothered by internet ads that: automatically interrupt their viewing of a site slow down the loading of the page they can’t control Ad formats that offered user control were significantly preferred over others. Research Overview Source: Nielsen Online, 5/08.
5 Engagement A significant number of respondents agreed that in-text ads “enhance the interactivity of the webpage” compared to the skyscraper, interstitial, overlay and expandable banner ad types. Research Overview Engagement A significantly higher number of respondents, 41% indicated that they felt the in-text ads made the information on the website feel more engaging than any of the other ad types. Base: Respondents who indicated they saw the ad. Question: Thinking specifically about the type of advertisement on the previous page, please rate the following statements about the ad on a scale of 1-4 where 1 = Completely Disagree and 4 = Completely Agree. Source: Nielsen Online, 5/08.
6 Cutting through the Clutter 54% of respondents marked in-text as most likely to be remembered, a significantly greater percentage than all other ad formats. Research Overview Engagement In-text advertising beats clutter by not increasing the real-estate on a page until a user mouse's over an ad. Question: How likely are you to remember the ad on the previous page? Source: Nielsen Online, 5/08.
7 Visually Appealing Over two-thirds of respondents found in-text ads to be visually appealing and significantly more-so than interstitial, skyscraper and overlay ad formats. The use of interactive elements, but in a way users control, is the most likely reason for the strong visual appeal for both the in-text and expandable banner ad types. Research Overview Source: Nielsen Online, 5/08.
8 Summary In-text is comparable and often favorable to most rich media and video ad formats measured, including expandable banners, interstitials, overlays, and skyscrapers. In-text resolves many important issues in online advertising related to relevancy, user control, and clutter. In-text is unique in its application, making the content on the site more engaging and interactive. Research Overview
9 Methodology Vibrant Media commissioned Nielsen Online to conduct an independent study of users in March Nielsen Online sent an to these individuals inviting them to participate in an online survey with a sweepstakes entry as an incentive for completing the survey. The goal of the study was to gauge respondents opinions on different forms of advertisements, specifically in-text ads. Respondents were first asked questions regarding stated attitudes towards online advertising and content. Upon completion of this section respondents then selected whether to read an article regarding either Technology or Entertainment. Both articles randomly contained one advertisement selected from the following types. Skyscraper Interstitial Overlay Expandable Banner In-text No advertisements at all (control) The survey was fielded from May 7th to May 16th 2008, resulting in 3,042 eligible respondents. Research Overview
10 Methodology Except where noted, results for questions related to specific ad types were only included for those who mentioned they had seen the advertisement in a separate question. With this criteria, frequencies for each ad type were: Skyscraper: 337 Interstitial: 376 Overlay: 475 Expandable Banner: 375 In-text: 366 No ads: 484 Those who spent 5 seconds or less on each article were also purged from the results. After fielding, further demographic data was appended to the results from Nielsen’s MegaPanel. This included points such as respondent gender, education, race, occupation and household region. Results were weighted to the NetView 18+ online population by age and gender to ensure accurate representation. Weights were also added to ensure correct proportions of sample. Research Overview