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Authored by Dynamic Logic | Millward Brown POVs
Industry White Papers

Dynamic Logic White Papers

Presented at ESOMAR Worldwide Multi Media Measurement (WM3) Conference, this paper discusses how Dynamic Logic & Millward Brown are addressing the need for optimising communication channels against marketing objectives by developing averages or norms for media contribution to campaign impact, both individually and in combination.

Also presented at ESOMAR Worldwide Multi Media Measurement (WM3) Conference, this paper outlines a groundbreaking way to measure the branding efficacy of mobile advertising, including highlights from an AdIndex for Mobile case study.

The effective use of online video is just one of the challenges facing marketers today. Learn more about how this relatively new medium can be a powerful marketing vehicle to consider in your mix.

Dynamic Logic and sister company Focalyst collaborated on this Focalyst Insight Report from April 2008 focusing on the impact of online advertising on "Connected Matures," those consumers ages 62+ who are on the Internet.

Presented at the Worldwide Readership Symposium in October 2007 in Vienna, Dynamic Logic (in conjunction with Millward Brown and Magazine Publishers of America) shares latest research demonstrating the power of magazines in comparison with TV and the Internet.

Point of View on online video advertising written by Ann Green, SVP, Marketing Solutions for Millward Brown and featuring Dynamic Logic research.

Point of View on online advertising written by Nick Nyhan, CEO, Dynamic Logic and Managing Director of Millward Brown's Futures Group.

Presented at the Worldwide Readership Symposium in October 2005 in Prague, Dynamic Logic shares the results of a study that compare three traditional methods for measuring print opportunity-to-see and examines the extent to which these measures lead to similar conclusions in terms of gauging advertising effectiveness.

Presented at ARF/ESOMAR Worldwide Audience Measurement (WAM) Conference, this paper discusses the complementary effects of online advertising with offline media and provides examples of two Dynamic Logic CrossMedia Synergy case studies. © ARF/ESOMAR, used with permission. This paper was first presented at the ARF/ESOMAR Worldwide Audience Measurement (WAM) Conference in Geneva, Switzerland, in June 2004.

As presented at ARF/ESOMAR Worldwide Audience Measurement (WAM) Conference, this paper demonstrates that online advertising is becoming more effective over time and explores some reasons why based on the analysis of Dynamic Logic's MarketNorms® database. © ARF/ESOMAR, us ed with permission. This paper was first presented at the ARF/ESOMAR Worldwide Audience Measurement (WAM) Conference in Geneva, Switzerland, in June 2004.

Best Practices for Using the Internet to Measure Cross-Media Advertising Campaigns

A detailed overview of the methodology behind CrossMedia Research studies.

In his white paper "Getting Real: Drivers of Effectiveness in Online Brand Advertising," Dr. Tony Romeo, former senior executive at Unilever, examines preliminary data from the MarketNorms database. Romeo uses multivariate regression to tease out new findings in an attempt to identify some of the factors that determine effectiveness of online brand advertising.

Dynamic Logic measure the effectiveness of Unicast's ad unit for a General Mills campaign.

Examines attitudes toward online advertising, various formats and advertising during war time.

A look at how defined versus perceived web site clutter affects the branding power of online advertising.

An overview of branding and brand measurement for online marketers.

Identifies five key characteristics of online advertising that are related to successful online branding.

A detailed overview of the methodology behind AdIndex, Dynamic Logic's research application for measuring the branding value of online advertising campaigns.

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Millward Brown POVs
The research experts at Millward Brown have created a number of points of view on the latest thinking impacting brands, media and marketing. Read POVs on some of the key challenges facing marketers today - each month tackles a different topic.

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Industry White Papers with Dynamic Logic contribution

Mobile Marketer™

Interactive Advertising Bureau

Magazine Publishers of America

Newspaper Association of America

A DoubleClick© White Paper

Magazine Publishers of America

Magazine Publishers of America

A DoubleClick© White Paper