Web ads boost brands

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Web adverts are increasingly effective at raising brand awareness and encouraging consumers to buy, according to new research by the European Interactive Advertising Association (EIAA).

The Online Branding Effectiveness Study surveyed the results of 200 web campaigns. Ad recall was found to have improved by as much as 45 per cent, and message association by 21 per cent.

The research is good news for web publishers who often depend on income from internet advertising. Spending on online adverts has grown steadily in the past few years, although recent research by Jupiter showed this growth is beginning to slow.

More news from dotJournalism:
Ad spend hits record levels
Online advertising on the up and up
US online ad spend on the up

See also:
EIAA: http://www.eiaa.net

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