Sunday, July 1, 2001

Equivalent Performances by Superstitial Internet Ads and Television Spots

In the first comprehensive study of its kind, Harris Interactive has found that the Superstitial, the Internet’s Commercial stands on equal footing with television, delivering the key dimensions of recall, communication and persuasion. Additionally, Superstitial ads communicate the exact same copy points just as well as television advertising, and are also on a par with TV regarding purchase intent.

The study, which, utilized classic communications research data points, gauged participants’ responses to Superstitial and television ads in three major advertising categories, automotive, food & beverage and telecommunications on an equal footing.

Utilizing complimentary Superstitial ads and television spots for leading brands Mercury Mountaineer, Miller Lite and Nextel, and with their active participation, separate panels of respondents were polled regarding key message communication, brand recall, ad likeability and purchase intent.

The report found that not only can the two major advertising vehicles be accurately measured utilizing the same, traditional metrics, but that cohesive integrated campaigns including both television and Superstitial components will positively impact the metrics in which traditional advertisers are most interested, playing a major part in achieving larger goals, be they branding or response oriented. Some key highlights of the study include:

- Superstitial ads communicate the same copy points as television ads. In all three cases tested, Superstitial communicated the copy points as well as or better than the TV commercials.

- Superstitial ads can be as likable as television ads in spite of the fact that television advertising in general is more likable than Internet advertising. In two of three cases, the Superstitial ads were as likeable as the TV commercials.

- Superstitial ads are considered more like television ads than all other types of Internet ads. 66% of respondents agreed that Superstitial ads are more TV-like. 62% of respondents agreed that the Superstitial ads remind them of commercials they’ve seen on TV.

- Superstitial ads provide brand recall similar to that of television ads. Overall, brand recall was similar across both mediums. 81% brand recall for Superstitial ads. 93% brand recall for TV commercials.

- Superstitial ads generate the same levels of purchase intent, usage and consideration as do television ads. Regardless of ad type exposed, levels generated for future intent to use, buy and consider were extremely similar by brand for both Superstitial ads and television commercials.

"No one has measured online advertising and television advertising in an apples-to-apples format, and our expectations going in were quite conservative," said Marianne Foley, vice president, strategic initiatives, Harris Interactive. "However, these results are well above what we expected to find. The performance of Superstitial ads on an equal footing with television ads should be a very significant indication to the advertising industry at–large. If they devote the same level of media planning and creative effort to their Superstitial ads as they do to their television ads, they can significantly increase their overall campaign effectiveness."

"This research is important to us, as I am sure it is to other marketers who are still exploring the role of online advertising," said Gina Shaffer, Digital Marketing Manager, Miller Brewing Company, "This study allows us to compare and contrast online and offline advertising and helps cement the Internet as a critical component of our media mix."

Almost 2000 people took part in the study and were asked specific questions concerning brand recall, purchase intent, likeability for the ads and key message communication. This month-long research project was conducted entirely online. Two separate panels of viewers were assigned to each brand, one to view the television spot and one to view the Superstitial.

"This is a watershed study for the Internet advertising industry. It demonstrates conclusively that advertisers can communicate and persuade as effectively on the Internet as they can on television, said Dick Hopple, Chairman & CEO, Unicast. "When advertisers have the ability to combine the communications capabilities that both Superstitial ads and television possess, with the interactivity that the Internet provides, online advertising then becomes a dialogue rather than simply a tutorial. The message that comes out of this study is that when advertisers make Superstitial ads a significant component of their campaigns, they can greatly increase the effectiveness and measurability of any advertising effort."

"The study also clearly indicates that by integrating their Superstitial campaigns and their television efforts, advertisers are reinforcing and expanding their messaging to consumers. With the Superstitial now having the potential to reach 76% of the at-home and 87% of the at-work US Internet universe, according to NIELSEN//NETRATINGS for May, 2001, the value proposition for advertisers is comparable to television." Hopple added.