Datran Media, a leading online marketing solutions provider, today released new Dynamic Logic research that shows inbox advertising can provide significant branding benefits in addition to the acquisition strengths typically attributed to the media channel. The just released results of a branding study conducted with online dating site eHarmony, shows that email inbox advertising can provide significant branding benefits:
- Inbox advertising increased brand awareness in 37.7% of respondents
- Unaided brand awareness increased 11.5 percentage points.
- Brand favorability increased 7.3 percentage points.
- Brand awareness and favorability both improved when those researched were exposed to the campaign more than once.
” Until now, marketers hypothesized that the key role of inbox advertising was an acquisitive one, and there was no formal research to verify the branding benefits. This study makes it clear that inbox advertising provides significant brand impact across each of the key branding metrics, including brand favorability. This applies to both contextual ad inclusions and targeted stand-alone branded acquisition-focused email advertising. ” reports Jason Oates, Vice President of Media Services, Datran Media.
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