A study conducted by Millward Brown IntelliQuest and CNET Networks, Inc. indicates that Interactive Messaging Units (IMUs) - interactive square format ads -- running on CNET Networks are increasingly effective in getting online audience attention, and continue to enhance brand recognition. Top interactive advertising agencies, including T3, Beyond Interactive, and Exile on 7th, have attested that the research is representative of their own experience in leveraging the ad units to improve their clients' online marketing return on investment.

The study follows the first wave of research Millward Brown IntelliQuest and CNET Networks announced in July 2001, five months after the IMUs launched on CNET Networks' News.com Web site. The new survey-based study was conducted on News.com and ZDNet News to measure the ad units' effectiveness in generating "stopping power," brand communication, and purchase consideration. Results of the new study show that IMU advertising messages are increasingly noticed, with more than 48% of users remembering having seen an ad, up from 42% that remembered the ad in the first wave in July 2001. Users described the IMUs as highly engaging, selecting words such as "interesting" and "intriguing" to describe them.

The latest study also found that the IMUs were effective in brand communication and helped users determine which products to purchase. When exposed to an advertiser's IMU unit on CNET Networks and then asked later about the specific ad campaign, users showed a campaign recognition increase of 150% over the usual online advertising campaign awareness scores measured by Millward Brown IntelliQuest. Unaided brand awareness increased 254% over Millward Brown IntelliQuest norms, and purchase consideration of the product advertised increased 147% over Millward Brown IntelliQuest norms.

CNET Networks attributes much of the increasing success of the IMUs to advertising agencies' ongoing innovation and creativity. "From the results of the July 2001 study, we provided agencies with some best practices tips to help them market more effectively with the IMUs. Since the format was first introduced last year, agencies have learned to use the interactive capacity of the space to brand early, deliver deep messages to their target audience, make clear navigational paths, and use animation to enhance the user experience. The staying power of IMUs are directly related to the increasing sophistication and appeal of the ads," says Cheryl Brink, vice president of research, CNET Networks.

In the past few weeks, CNET Networks presented the study to advertising agencies around the United States, who agreed that the use of IMU campaigns on behalf of their customers in the past year has resulted in increased brand awareness and positive, cost-effective results.