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Brand Affinity ads, gimmick or answer?

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Mar 18, 2009 

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Edward Barrera  |

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Brand Affinity ads, gimmick or answer?

ADOTAS — I noted yesterday that star-powered display advertising, like from Brand Affinity Technologies, might be a good novelty act, but doubted if it was a longterm answer.

But the company today released some beta data that suggests celebrity athlete endorsements deliver significant brand lift and direct response results. Brand Affinity matches celebrities with advertisers for display ads at a low cost. The photos and videos can be dropped into banner placements. Advertisers can find what areas of the country the star is hot in through a celebrity-ranking algorithm.

According to the data, when ad campaigns featuring (video and still) images of athletes were tested against the same ads with no endorsement, the study found:

- A 180 percent increase in unaided brand awareness, highlighting the ability of endorsement ads to fundamentally “register” with consumers;

- A 56 percent improvement in message association, where participants correctly absorbed the attributes of tested products and services;

- A 39 percent improvement in brand favorability, demonstrating how positive associations about an athlete to carry over to brands.

- A 27 percent increase in purchase intent, a measure that speaks to brand and behavior goals.

The study results come as BAT emerges from its beta stage, where live, BAT-enabled ad campaigns delivered an average of 13.5 times advertisers’ typical conversion rates and, on average, 3.5 times advertisers’ typical click-through rates.

“Historically, the process of contracting and activating celebrities for endorsement and sponsorships has been extremely challenging and time consuming,” Ryan Steelberg, President and CEO of BAT, said in a statement. “BAT’s solution not only brings endorsements online, but streamlines the opportunity for advertisers of all sizes to create knockout campaigns that effectively tap into the passions of their target audiences and thus, improve online ad performance.”

– Express your opinion, comment below.

Tags: Brand-Affinity-Technologies, celebrities, display, internet-advertising, photo, ryan-steelberg and video

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