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BizReport : Advertising archives : March 19, 2009

New banner ad units make celebrity endorsements affordable

Recent surveys have shown that while consumers are being turned off by companies that sponsor sporting celebrities, especially those companies that are receiving bail out funds or are struggling financially, endorsement by famous athletes does increase brand favorability and purchase intent.

by Helen Leggatt

But what if your budgets are limited? Thanks to a new spin on online display advertising creative from Brand Affinity Technologies, cost need no longer be a barrier to enjoying the benefits of a celebrity associating themselves with your brand.

Using Brand Affinity's ad units, advertisers can insert images or video of one of over 1,400 professional athletes into their creative, yet expect a cost of only $1 to $3 CPM. Sporting professionals that have signed up to Brand Affinity include Brooks Robinson, Giants running back Brandon Jacobs, Walt Frazier and Eagles wide receiver Hank Baskett, among others.

Of course, each celebrity has a say in which brands and products they represent, just as advertisers are able to instantly 'pull' ads should a celebrity's behavior change in a way that might do damage to a brand's reputation.

A recent report for Brand Affinity Technologies, by Insight Express, found that the inclusion of images or video in banner ads increased brand awareness enormously. Not only that, brand favorability was boosted, as was purchase intent.

"What we found is that even with as few as a single exposure to a BAT-enabled ad, an online display ad that includes BAT-endorsed talent, we saw lifts across-the-board in every single brand metric and every single direct-response metric," said Allie Savarino Kline, vice president of marketing at BAT.

Tags: ad units, banner advertising, Brand Affinity Technologies, brand awareness, creative, images, professional athlete, purchase intent, sporting celebrity, video

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