Vibrant Research


A third party research study from Vibrant shows that in-text advertising is effective with consumers across five key metrics. Using a campaign for Unilever brand, Vaseline Intensive Rescue, the study has shown how in-text advertising can build brand awareness and brand favourability; aid positive recall of brand message; and increase purchase consideration and share of mind against competitive brands.

Methodology


Dynamic Logic sourced a control group plus exposed respondents who were given simulated exposure to the Vaseline in-text ad. All were asked the same questionnaire about skin care products and the Vaseline brand.

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Top Level Results

UPLIFT IN BRAND AWARENESS


Those who saw the ad showed a positive uplift
in brand awareness & product message association

INCREASE IN PURCHASE CONSIDERATION


Those who saw the ad showed a positive uplift
in purchase consideration

USERS WHO CLICKED WERE
MOST ENGAGED


Brand awareness and purchase consideration increased further for users that clicked through
to the website

IN-TEXT IMPROVED COMPETITIVE POSITION


Vaseline moved from third to first place taking 'share of mind' from competitors

Summary

  • In-text does increase brand awareness and recall of the core brand message
  • Users who clicked were the most engaged showing higher brand awareness
    and purchase consideration
  • In-text can help improve a brand's position against its competitors

Find Out More


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