The Russian Institute of Modern Media MOMRI conducted a nationwide survey the goal of which was to understand the attitudes of Russian consumers towards advertising, reports Vedomosti [in Russian].
One of the main findings of the survey was that 40% of the population living in cities with more than 100 000 inhabitants generally trust advertising and promotional messages.
6% of respondents said that they do not mind and sometimes even like advertising.
To measure if banners are actually bringing results can be challenging, so naturally I got curious when I saw a recent study on banner ads.
IMHO Vi, a big ad selling agency in Russia, has studied effectiveness of the advertising campaign for a smartphone. To do this, they’ve placed a banner on the home page of Yandex, the largest internet portal in Russia, and analyzed how it affected the brand metrics, such as brand awareness, brand recall and purchase intent. Let’s see what they have to say!