An interesting research study just came out today by Dynamic Logic on MediaPost,written by Jack Loechner, entitled: Integrate Ads for Brand Awareness, that provides a few telling things about online ad effectiveness with the most important.
Dynamic logic cited a couple of areas I think are worth noting:
1) The most effective ads at driving awareness are those that are integrated into the content (the rectangle (180x150), half banner (234x60), and medium rectangle (300x250) rather than ones that take over the page or frame the page;
2) RIch media ads that contain video create the strongest brand impact on measured awareness, favorability, and purchase intent and the worst performer was Simple Flash.
According to Ken Mallon SVP at Dynamic Logics: "We continue to believe that creative quality is the most important factor driving success of online advertising...(but) based on the the current data, bigger doesn't always mean better, but these new ad formats are quite unique..."
I like to call Mallon's comments "a-dah's" (instead of "a-ha's") because these should be obvious points to any advertiser if they viewed things from a customer's standpoint. Fortunately, Ken Mallon and Dynamic Logics is there to to pound out these points in a study.
Effective advertising is 100% about the creative and it's placement. And effective means respecting the viewer. We've seen the majority of video ad content run through our platform consisting of local TV spots that have been 'made interactive' in our platform. Very few consist of 'templates' or user generated content. Video advertising isn't effective just because it's video; it's because video gives advertisers a way to convey useful information and, at the same time, distinctly brand the advertiser. The quality of the message matters. It matters on TV;; it matters online.
We've, also, seen that running video through the standard 300x250 offers a more seamless experience that let's viewers interact at their choosing, rather than being forced to watch the ad either by some page takeover effect or forced other mechanism for forcing an ad that disrupts the viewer experience. Our data shows that viewers watch well over 60% of the video ad on average and are prone to respond and interact with it. I can only assume because it was their choice.
Mallon goes on to say that "... strategy and consideration of branding goals is often an after-thought in decisions about creative format."
On this point, the "ah dah" is understanding the role display ads have in the overall purchase funnel. Too many agencies and advertisers erroneously place the value of displays too low in the purchase funnel -expecting it to drive clicks like search- and therefore display ads have become these garish flash ads meant to trigger some action by viewers off limited information. No wonder Dynamic Logics cited them as "worse performers."
Big national brands have figured out the value of display. That's why they run expensive rich media display ads. Unfortunately they're just not accessible for most advertisers to do beyond the Fortune 500.
Lots of lessons learned here and that's why I love research like the one from Dynamic Logics. The online ad industry needs more "ah dah" studies because clearly no one is thinking enough about the viewer from their point of view.
Your perfectly done issue referring to this post goes parallel with the legal dissertation. So, you can work for dissertation service.
Posted by: EmilySY30 | January 16, 2010 at 07:06 AM