Eight out of ten Internet users (79%) remember some online graphic advertising campaign in one of the suggested formats, mentioning the advertised brand, according to the conclusions of the first Study of the Effectiveness of Display Advertising Formats, carried out by IAB Spain in collaboration with The Cocktail Analysis. In addition, the average number of campaigns that each Internet user remembers is 3.3.
Analysis of the results by socio-demographic paytm data segments shows that it is men and younger respondents (aged 15 to 35) who remember more advertising and a greater number of campaigns. In terms of generating brand recall, layers and floating ads are the most efficient formats, followed by online video.
Regarding the mix of formats used by the most well-known brands, it is noteworthy that the weight of conventional formats, although in the majority, is less represented than in brands that achieve less notoriety.
In relation to creatives, dynamic ones are those that contribute to generating greater brand recall. Thus, just over half of the ads mentioned (54%) were dynamic.
Almost a quarter (23.5%) of recalled campaigns used special effects. This proportion varies significantly depending on the format in which the campaign is recalled. In the case of both layered and interstitial ads, approximately a third (33% and 34%, respectively) included some type of differentiating effect. In contrast, only 2 in 10 recalled banner campaigns (15%) included these technical resources.
Social media
In this wave of the Study, a special issue was also produced on social media, given their importance in today's Internet. Thus, 78% of respondents belong to one of the social networks analysed (Facebook, Sonico, Hi5, Tuenti, Badoo, Twitter, Fotolog, MySpace and Metroflog).
In the case of young people aged 15 to 20, this percentage rises to 98%. By gender, the greatest affinity stands out among women (82% vs. 74% men). When asked about advertising on social networks, there is no perception among users that the weight of advertising on this type of platform is excessive.