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Delivering In-Demand Information to Decision Makers
05/21/2003
In its second-annual study of opinion leaders on the Web, Virilion has found several key indicators that point to the Web not only as an effective, but preferred communications tool for reaching Congress, policy makers and the media. The survey, conducted on NationalJournal.com, also demonstrated that when used effectively, online advertising generates a high level of response from these sought-after audiences.
The survey was conducted the week of March 31-April 8, 2003 using online ads and e-mail alerts on NationalJournal.com, the online home of National Journal, The Hotline, CongressDaily, and Technology Daily publications. Various formats of online advertising were used to drive users to the survey, including banners, large rectangles, skyscrapers, leaderboards and small tiles. Also, a combination of HTML and text based ads ran in various e-mail alerts to subscribers of the Earlybird, The Hotline, Hotline Wake-Up Call!, Poll Track and National Journal, among others.
Online Advertising: Changing the Myths
05/09/2002
A report on the effectiveness of online advertising and the use of the Web by opinion-leaders
Virilion conducted a study on NationalJournal.com to better understand the use of the Web by opinion-leader audiences, with a particular focus on Congress and the Executive Branch. The study also sought to show that properly executed online advertising programs can generate high response rates from this much sought after audience.
The study was conducted from April 22 - 26, 2002. Various formats of online advertising (banners, skyscrapers, large rectangles and text ads in e-mail news alerts) were employed. The ads drove visitors to a 10 question survey focusing on the reading habits and preferences of the National Journal Group online audience.
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