|
 |
Press Coverage 
February 10, 2009
Dynamic Logic in Media Week
Display: More than just click-throughs
By: David Murphy
Ask 100 people in the online advertising industry for the best thing about their medium, and it's a safe bet that "accountability" will crop up before too long.
Online is about as trackable and accountable as advertising media get. One of the reasons why the online market has expanded so rapidly in recent years - more than trebling in size from £825m in 2004 to £2.81bn in 2007 - is not just because it works, but because media owners can prove it works.
As a direct response medium, this high level of accountability is extremely welcome.
However, success in this area has tended to obscure the fact that, as the internet matures, online display can also be used to good effect for brand building.
Melanie Clark, insight director at search specialist Steak, says: "The fact it is possible to track click-throughs on an online ad became the way of measuring display ads' effectiveness, and banner ads have struggled with this ever since."
Phil Cowlishaw, media manager at digital agency Blue Barracuda, agrees. He says: "Many clients are primarily concerned with the response metrics, but even if they don't click on an ad, they are exposed to the impression.
"So, by tracking the impression cookie, you can see the sizes and formats of banners they have been exposed to, and then start to calculate what is working in branding terms."
One company specialising in measuring the branding impact of online display is Dynamic Logic. Over the past few years, the company has surveyed more than 5.5 million people around the world to gauge opinions about more than 4,000 online advertising campaigns, and has measured almost 100,000 online creative executions.
Full Article at http://www.mediaweek.co.uk
Press Archive
2009 | 2008 | 2007 | 2006 | 2005 | 2004 | 2003 | 2002 | 2001
North American Press more Why mobile is a must this holiday season - Mobile Marketer., 08-SEP-10 Mobile ads effective influencers of holiday gift-purchasing decisions - Mobile Marketer., 26-AUG-10 Analyst Speak: Weigh campaign sites' impact on the brand before abandoning them - New Media Age., 29-JUL-10
|
|
|
