Consumer interaction with online ads can be categorized into a hierarchy of stages: preattention, attention, and behavioral decision (Chatterjee 2001). A successful ad must initially grab a consumer’s attention. However, even one that does this may not be memorable. Hence, when assessing the effectiveness of advertising, it is vital to identify how ad characteristics such as format, timing, and context influence viewers’ initial detection and memory of the ad. Attention and memory are the processes through which viewers become aware of infor- mation and encode, store, and retrieve it. Accordingly, memo rability may play a key role in advertising effectiveness. It is worthwhile to examine ad memo rability by measuring viewers’ brand name recognition. It should be noted that, throughout this article, we refer to unfamiliar brands to exclude the effects of previous knowledge of a brand on brand recognition and thus isolate the direct effects of any given ad.