European Interactive Advertising Association

Online Advertising Dramatically Boosts Power of Traditional Media according to Major Pan-European Research programme

Study shows Substantial Gains in Audience Reach, Branding Effectiveness and Purchase Intent

London, United Kingdom, 24 February 2003 -- -- Online advertising generates a dramatic boost for big-brand advertising campaigns according to innovative new Pan-European research released today by the European Interactive Advertising Association (EIAA). This unique study, the first to be conducted across four media simultaneously in three different countries, tracked 15 major brand campaigns in the UK, France and Germany, was conducted by the independent research firm NFO Infratest. The study demonstrated that:

Online advertising substantially increased the overall reach of a multimedia (TV, radio, print) campaign

§ The aggregate reach of 41% delivered by TV campaigns rose to 63% with the inclusion of people exposed only to online advertising

Online advertising substantially increased the effectiveness of TV, print and radio advertising

§ Aggregate results across all 15 campaigns showed that ad recall increased by 27% after exposure to the TV campaigns, however using TV and online together almost doubled the increase to 45%

§ Using online plus another media substantially increased positive perceptions of the brands such as “trendy”, “innovative” and “unique” thereby helping to extend brand image

§ Online advertising was found to work very effectively with Radio and Print. In particular, more targeted campaigns benefited substantially from the use of Internet together with Radio/Print in the media mix. For example, in the case of a youth orientated campaign Online and Radio demonstrated that they best worked together to reach this target and in fact this combination [1] resulted in the highest increase in purchase/usage intent than any other combination of media

Using online and another media also helped to improve recollection of details of the advertisements and purchase intent

§ Recall of ad details increased by 14% amongst people exposed to TV ads only, recall amongst those exposed to TV and online ads increased 44%

§ Intent to buy the product or become a client increased by 2% amongst people who saw TV ads only, yet increased a massive 12% amongst those exposed to TV and online ads

The study was commissioned by the EIAA to quantify the dynamics of how online, TV, radio and print advertising interact in order to help marketers plan more effective cross-media campaigns.

Michael Kleindl, EIAA Chairman and CEO of AdLINK Internet Media AG, commented "The data shows that by adding the online medium to their media mix major brands can strongly improve results in terms of reach and effectiveness. We believe that this great step forward in our understanding of the value of online advertising will contribute to an increased share of overall advertising spend."

Jupiter Media Metrix forecasts the European Online Advertising market to be worth €1,186m in 2002 rising to €3,595m in 2007. [2]

NFO Infratest, an NFO WorldGroup company, is one of the world’s leading providers of research-based marketing information and counsel.

European Interactive Advertising Association

The European Interactive Advertising Association (www.eiaa.net) is a unique pan-European trade organisation for sellers of interactive media. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Its members are currently AdLINK Internet Media AG, AOL Europe, IP-WEB.NET (part of the RTL Group), Lycos Europe, MSN Europe, Tiscali, T-Online International, Yahoo! Europe. It is chaired by Michael Kleindl, CEO, AdLINK Internet Media AG. Contacts:

Press

Alison Fennah

afennah@eiaa.net

+44 (0)1858 439988

+44 (0)7712 645 263

EIAA member press contacts

Press office details

AdLINK Internet Media AG

Nina Berthold

Presse@adlink.net

+49 (0)2602 96 – 18 23

AOL Europe

Andrei Bogolubov

BogoEU@aol.com

+44 (0) 20 7348 8352

IP-WEB.NET

Roy Addison

roy.addison@rtlgroup.com

+352 (421) 42 5020

Lycos Europe

Sandra Goetz

sandra.goetz@lycos-europe.com

+49 (040) 3785 6982

MSN

Ciaran O’Brien

ciaran.obrien@redconsultancy.com

msnemeateam@redconsultancy.com

+44 (0)20 7465 7700

Tiscali

Gianluca Nonnis

nonnis@tiscali.com

Simona Vecchies, Image Building

s.vecchies@imagebuilding.it +39 0289011300

Elisa Lavagna, Image Building

e.lavagna@imagebuilding.it +39 0289011300

T-Online

International Mark Nierwetberg

press@t-online.net

+49 (0)6151-680-2210

Yahoo! Europe

Sue Jackson

suej@uk.yahoo-inc.com

+44 (0)20 7808 4261

[1] Internet + Radio + any other

[2] Jupiter Media Metrix, May 2002

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