Comparative figures from five years of research into advertising impact delivered by new Best of Brand Effects 2010 study

The research team of TOMORROW FOCUS Sales, one of the largest online marketing companies in Germany, presents the findings of the Brand Effects 2010 study. With a new advertising impact matrix, the comprehensive study enables customers to calculate comparative figures for all further campaign-related advertising impact studies using indices.

Study series

The Best of Brand Effects study series gives an overview of the impact of online advertising. Every year, it aggregates and analyses all studies carried out to date. The data pool consists of the findings of all campaign-related advertising impact studies with more than 100,000 respondents carried out by TOMORROW FOCUS since 2005. The objective is to demonstrate the positive impact of online campaigns across all sectors, but also to reveal sector-specific differences.

New advertising impact matrix

What is new about Best of Brand Effects 2010 is the advertising impact matrix, which generates comparative figures for all further campaign-related advertising impact studies using indices. Users can gather individual index values depending on the objective of the campaign and the product status – such as whether it is an established product or a newly launched one – as a benchmark for other Brand Effects. The matrix can make more than 500 recommendations to the customer as to what action to take.

Sector overview

Users can now also individually view and benchmark advertising impact parameters for nine different sectors: from this year, the fast-moving consumer goods (FMCG) sector is included in addition to the computer, automotive, cosmetic, financial, fashion, pharmaceutical, consumer electronics and services sectors.

Relevant findings

The data collected demonstrated online advertising impact on all the relevant advertising impact indicators. The market researchers also created precise analyses for the subject of contact categories. Brand Effects demonstrates, among other things, that prompted brand awareness can be significantly increased with five advertising exposures or more. The highest advertising recall is after five to six advertising exposures. Recognition increases up to 13 exposures and then levels off. Campaigns increased prompted advertising recall by an average of 31.4 percent.

Martin Lütgenau, Managing Director responsible for Sales at TOMORROW FOCUS Portal GmbH, commented: “Very precise comparative benchmarks can be established from the findings of five years of online advertising research, with more than 100,000 survey respondents. This means our customers can evaluate their own campaigns and bring them into line with the relevant recommendations. This ranges from the overall benchmark for each advertising impact parameter, to a benchmark for the optimal contact category or the sector benchmark.”

An extract from the study can be seen at http://www.tomorrow-focus.de/Studien