How often do you notice the ads that appear on your favorite web sites? If you’re the typical Australian, chances are good that you do: one-third of Australian consumers exposed to an online ad are able to recall that ad when asked, and 41 percent are able to link the correct brand to an un-branded advertisement, according to new online advertising effectiveness benchmarks released by The Nielsen Company.

According to data from Nielsen IAG, a CoverGirl tie-in with the CW’s “America’s Next Top Model” was the most recalled new “hybrid” ad during the four weeks between October 27 and November 23, 2008.
Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.
Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.

According to data from Nielsen IAG, a Bluefly tie-in with Bravo’s “Project Runway” was the most recalled new “hybrid” ad during the four weeks between September 15 and October 12, 2008.
Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.
Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.

Rank
Brand
Hybrid Ad Description (Seconds)
Associated Program
Recall Index

1
Bluefly
You can win $10,000 shopping spree on Bluefly.com; Who should not go to Fashion Week?; get a Bravo …

According to data from Nielsen IAG, an Apple iPod product placement in the CW television show “Supernatural” was the most recalled placement in a scripted series during the four weeks between September 15 and October 12, 2008.
Recall refers to the percentage of television viewers who can recall, within 24 hours, the brand/product featured in an in-program placement.