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Technology Stocks : RealNetworks (NASDAQ:RNWK) -- Ignore unavailable to you. Want to Upgrade?

To: Susan G who wrote (3119)	5/5/1999 2:06:00 PM
From: Technologyguy	Read Replies (1) \| Respond to of 5843

This study is a good confirmation of the power of streamed media. Very positive for RNWK. First Ever Streaming Media Branding Study Shows Significant Increases in Brand Impact PR Newswire - May 05, 1999 11:15 Millward Brown Interactive Brand Impact Study Concludes Streaming Media Advertising Increases Brand Awareness by 160% LOS ANGELES, May 5 /PRNewswire/ -- RealNetworks(R), Inc. (Nasdaq: RNWK), the recognized leader in streaming media, today announced the results of the first ever Streaming Media Brand Impact study conducted by Millward Brown Interactive, a noted on-line brand research company. The study results indicate streaming media advertising significantly increases ad recognition, brand awareness and brand perception. The study evaluated streaming media advertising from 800.COM, an online consumer electronics retailer and a RealNetworks advertising customer. In this study, 800.COM tested the brand impact of its streaming media advertising using Millward Brown Interactive's experimental research design -- a rigorous research methodology for evaluating advertising effectiveness. Results of the study show that recall of the 800.COM brand increased significantly after a single additional streaming advertising exposure. Fifty-percent (50%) of the people who were exposed to 800.COM's streaming ad noticed and remembered it in connection with the brand. This represents a 213% increase over those people who were not exposed to the ad. Additionally, the number of people in the test group who were aware of 800.COM's brand after being exposed to the streaming media ad was 160% greater than the number of people in the control group who were aware of the 800.COM brand. "We are big proponents of using rich media for our advertising and I'm not surprised to see that it has a major impact on branding," said Greg Drew, CEO of 800.COM. "One of the key elements that is missing from online advertising today is the ability to emotionally involve a consumer with your advertising. Streaming media provides a rich audio and video environment in which to engage, entertain and interact with our customers." The considerable jump in 800.COM's branding metrics indicates that streaming media advertising is a significant online brand building vehicle. The study also showed that streaming media advertising had positive impact on brand perception, including perceptions of 800.COM's popularity, competitive differentiation, and value proposition. In addition to exceptional branding impact, 800.COM's streaming media ads have superior click-through rates compared to other forms of online advertising 800.COM is currently running. "Millward Brown Interactive's study proves conclusively that streaming media advertising has significant brand impact for online advertisers," said Shelley Morrison, vice president, Advertising Sales, RealNetworks, Inc. "This new data puts us in an excellent position to pioneer the future of advertising on the Web." "Our experience measuring the effectiveness of Internet advertising has proven that building an online brand requires marketers to continuously leverage the medium beyond the status quo," said Rex Briggs, executive vice president, Millward Brown Interactive. "Our research shows that RealNetworks' Streaming Media advertising format is tremendously effective in generating awareness and establishing positive brand attitudes." In order to provide all of its advertising customers with a more complete understanding of their advertising's ROI, RealNetworks announced today a streaming media ad package that will provide streaming ad creative development and a Millward Brown Brand Impact study in conjunction with advertising campaigns run on the RealPlayer. Advertisers will now not only be able to measure the effectiveness of their streaming advertising by the click but also by its brand impact. For more information on the streaming media ad package contact Shelley Morrison 206-892-6056 or smorrison@real.com. To get a copy of the full Streaming Media Brand Impact Study, visit: real.com