Study: Text advertisements help brands make an impact

07/15/2004 | iMedia Connection

Sponsored text advertising in the search environment boosts the impact of a company's brand, and has particularly significant impact on "unaided brand awareness," according to a study by the Interactive Advertising Bureau and Nielsen/NetRatings. Eric Rasmussen, chairman of the IAB search engine marketing subcommittee, said the "research highlights the effectiveness of integrating sponsored search, contextual ads and banners for marketers to achieve their brand awareness objectives."

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