According to a report in travelmole.com, one-third of Australian consumers (33%) exposed to an online advertisement are able to recall that advertisement when asked and 41 percent are able to link the correct brand to an un-branded advertisement, according to new online advertising effectiveness benchmarks released today by market research company, Nielsen.
The Nielsen research, developed over three years and based on more than 100,000 Australian respondents, for the first time provides Australian organisations with a set of reliable, local performance benchmarks against which to measure the effectiveness of their online advertising campaigns. “The number of companies advertising online and the budgets Australian organisations are dedicating to online advertising campaigns is growing every year, but what we have lacked in Australia is a set of local benchmarks against which to measure the effectiveness of that ad spend,” said Tony Marlow, Research Director, Online Division, Asia Pacific, Nielsen. He further added, “Operating without benchmarks is a bit like flying blind – you can gather up the campaign metrics, |