There were no comprehensive studies of the effectiveness of online branding for the Swiss advertising market – until now: in a study conducted together with GfK, Tamedia, Ringier, NZZ and Swisscom, Plan.Net Suisse was able to document the effectiveness of online advertising in Switzerland for the first time.
The performance and advertising effectiveness of an online launch campaign from a German luxury car manufacturer was monitored for the purposes of the study. What was special about it: the launch was focused on digital measures and not accompanied by TV, print or out-of-home advertising.
The unaided advertising recall among the target group for the premium brand with 4–9 contacts was increased by 32% overall, and brand affinity increased by 21%. This shows: the higher the dose of contact, the stronger the advertising recall.
The advertising measures presented the product well, were designed in a visually attractive way and suited the car brand (with over 55% agreement in each case). Intention to buy among the target group could be increased by 15% with optimal contact. It is worth emphasising that 43% of the target group could imagine buying a car of that brand; 19% the model advertised in the campaign.