Abstract:

Online advertising and marketing is still relatively new, and measuring effectiveness and understanding consumer reactions is correspondingly nascent. The industry (clients and agencies) have accepted that metrics are weak and the self-report feedback is the best we can do. In order to debunk these myths our client-vendor team undertook innovative biometric research in an online environment to understand the engagement and effectiveness of three key online messaging techniques: banner ads, pre-roll video, and integrated messaging in games. The findings were used by the client organization (MTV Networks) to reassess how advertisers and agencies think about online space and their consumers.