White Papers

Authored by Dynamic Logic | Millward Brown POVs
Industry White Papers

Dynamic Logic White Papers

In October 2009, Dynamic Logic released creative best practices for driving online ad effectiveness and maximising brand impact. Key findings from this study which provides actionable advice for enhancing creative quality were presented through a AAAA's webinar.

Millward Brown and Dynamic Logic recently released new analysis of 39 cross-media campaigns demonstrating how television, magazines, and online advertising work together to drive brand metrics. The analysis also presents insights on media efficiency looking at return on spend for each medium and media combination. (October 2009)

This report is for advertisers, and the agencies that support them, who want to make informed decisions about the best ad formats to use for online branding campaigns. In online advertising, you're likely to hear goals defined as “branding”, “brand response” or “direct response.” We go a level deeper to explore the impact of ad format selection on specific branding goals in the upper and lower purchase funnel. (June 2009)

In this POV, Dynamic Logic explores the advantages of collecting sample via live Web recruitment versus Panel for online ad effectiveness studies. Key topics covered are: Feasibility for collecting sufficient sample per study, scalability for multiple studies, and accurately defining the control group. (May 2009)

Among the significant and distinct attributes of online advertising is its ability to deliver relevant messages to specific targets. However, the range of available online targeting options is vast and becoming increasingly complex. How should advertisers choose among these alternatives to optimise their online ad effectiveness? (March 2009)

This joint Point-of-View from Dynamic Logic and Safecount addresses reasons why your live Web sample data may differ from your syndicated data and recommends two important data checks when it comes to respondent composition comparison (February 2009).

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.

Dynamic Logic, a Millward Brown company, releases new analysis of 32 cross-media campaigns across ten categories showing that media work best when used together. All three media platforms – television, magazines, and online – contribute incrementally to brand metrics, but at different levels, bringing various strengths at different points along the purchase funnel. TV and online's contributions were more apparent during the awareness stages while magazines were stronger at building brand favourability and purchase intent. (October 2007)

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.

Previous CrossMedia research analyzed the complementary effects of TV and Internet advertising. The inclusion of magazine advertising in the mix offers a new perspective on how media work together. The findings are based on 17 studies in which the incremental impact of both magazine and online advertising over TV advertising alone can be directly compared. (January 2006)

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.

Dynamic Logic has conducted more than 40 CrossMedia studies to date, measuring various combinations of online, television, radio, print and cinema advertising. For Beyond the Click, Dynamic Logic examined ten studies in which television and online advertising could be isolated. The averaged results yield insight as to the merit of advertising synergy and the relative strengths of the media against specific objectives.

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

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

Magazine Publishers of America

Kathryn Koegel (Principal, Primary Impact)

Kathryn Koegel (Principal, Primary Impact)

ANA Advertiser

Forrester Research, Inc.

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