Advertising Web Sites Benchmarked in New Internet Study

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According to the Internet Standards Assessment Report (ISAR) released by the Web Marketing Association, advertising Web sites, a place where Flash intro screens are still the norm, outperformed the overall average in seven of nine years. The sites tend to score well in content and design, but lag in interactivity, copywriting, and ease of use.

According to the Internet Standards Assessment Report (ISAR) released by the Web Marketing Association, advertising Web sites, a place where Flash intro screens are still the norm, outperformed the overall average in seven of nine years. The sites tend to score well in content and design, but lag in interactivity, copywriting, and ease of use. The ISAR study provides industry benchmarks for Web site development and is based on data collected from 9,748 Web site evaluations in more than 80 industries over the past decade. A copy of the full report can be downloaded at http://www.webaward.org/isar_report.asp.

“Because advertising sites tend to be showcases for a firm’s work, they score significantly above the average in innovation,” said William Rice, president of the Web Marketing Association. “Flash seems to be the dominate technology in advertising sites in order to enhance the user experience with movement and sound. Unfortunately, this sometimes has a negative effect on the site’s ease of use and navigation.”

Since 1997, the Web Marketing Association has been conducting its annual WebAward Competition for Web site development. The Internet Standards Assessment Report is the results of nearly a decade of independent evaluations of Web site development based on seven categories: design, innovation, content, technology, interactivity, copywriting and ease of use.

Here are some of the past WebAwards Best Biotechnology Web site winners.

2005 Young & Rubicam Brands for Meet the Lucky Ones

2004 Hanon McKendry/The Brand Consultants for Lake Effect Website

2003 Google for Google AdWords

2002 - Fusebox, Inc. for JCDecaux Airport US

2001 Cole & Weber / Red Cell for Cole & Weber / Red Cell Corporate Site

A complete list of past winners and the entry form for companies who wish to compete for 2006 honors can be found at http://www.webaward2006.org.

Advertising agencies wishing to have their Web site evaluated against the ISAR Index and be considered for a WebAward, which can help boost a Web sites credibility and marketing efforts, can nominate their site at http://www.webawards2006.org.

“Of course, as in every industry, there are advertising Web sites that stand out and others that don’t make the grade,” concluded Rice. “Our goal has always been to be more than just a popularity or beauty contest that rewards brand names and good design. Instead, this ISAR study is designed to return some value to every entrant with input as to what Internet professionals should strive for in their Web site development efforts in an objective, empirical and constructive way.”

2006 WebAward Call for Entries

The Web Marketing Association is now accepting entries into its 10th annual international WebAward Competition. The WebAwards is the standards-defining competition that sets industry benchmarks that the Internet Standards Assessment report is based upon. The advertising industry represents an important category in the WebAward competition, and the Web Marketing Association will again be honoring the Best Advertising Web site of 2006. The deadline for entry is May 31, 2006 and the WebAward Web site is located at http://www.webawards2006.org.

About the WebAwards

The 10th annual international WebAwards competition sets the standard of excellence in 95 industry categories by evaluating Web sites and defining benchmarks based on the seven essential criteria of successful Web site development. The goal of the Web Marketing Association, sponsor of the WebAwards, is to provide a forum to recognize the people and organizations responsible for developing some of the most effective Web sites on the Internet today. Entrants benefit from a Web site assessment by a professional judging panel and the marketing opportunities presented to an award-winning Web site. For more information, visit http://www.webawards2006.org.

Note to Editors: If you would like to receive a chart comparing two or more of the industries within the advertising-related categories within the 2006 ISAR Study, please contact William Rice.

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William Rice