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Press Releases
Is Bigger Better When it Comes to Online Ad Size? Jury Still Out, According to Dynamic Logic
New York, August 20, 2009 – Research released today by Dynamic Logic, the leaders in measuring digital advertising effectiveness, reveals ads that are integrated into the content of the page, such as half banners and rectangles, are the most effective in driving online ad awareness and purchase intent.  (Click image for larger version) The research also revealed that ad campaigns using Rich Media with Video created the strongest brand impact (across most branding goals, including aided brand awareness, online ad awareness, brand favorability, and purchase intent) compared to campaigns using Simple Flash and Rich Media without Video formats. [See chart below] The worst performer was Simple Flash, the format used most often by agencies and advertisers. “One of the biggest problems in online advertising today is that, unfortunately, strategy and consideration of branding goals is often an after-thought in decisions about creative format,” Mallon said. “Instead, the three factors that drive decisions are: the fixed percent of media budget allocated to ad serving fees, which creatives can be developed in time to meet deadlines, and familiarity/comfort with flash ads.”  (Click image for larger version) Based on this and other recent research conducted by Dynamic Logic and DoubleClick, normative research on ad formats offers the following guidelines for advertisers and agencies based on these findings: • Establish branding goals and base format preferences on these goals early in the campaign planning process • Try delivering a Rich Media with Video ad as the first ad exposure to your addressable online audience. • When on a tight budget, switch to less expensive formats and consider frequency capping to extend reach. • Don’t let arbitrary ad serving budgets prevent you from running the most effective ad formats. Factor media fees and rich media fees in together and optimize from there. • For message association goals, consider adding the message to every frame of the ad for best results. • Think twice before making Simple Flash ads the centerpiece of a campaign. For every branding goal we studied, a different rich media format was better than Simple Flash at getting results. Dynamic Logic’s MarketNorms® is a marketing effectiveness database. The results cited have not been adjusted for exposure frequency, demographics, ad size, Web sites, advertiser industry and other factors that may contribute to brand lift. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns. About Dynamic Logic: Dynamic Logic helps clients build brands and meet ROI objectives by providing marketing insight across all digital platforms and the broader media mix. As a Millward Brown company, Dynamic Logic offers advertisers, agencies and publishers the unique combination of world-class expertise on brand building and media coupled with normative insights from its database of thousands of digital campaigns, the largest in the industry. Founded in 1999, Dynamic Logic pioneered online ad measurement and has grown with the digital age, developing innovations across 27 digital platforms and establishing specialty practices in cross-media, social media, mobile, gaming and custom solutions. Responding to an industry need for data integration, Dynamic Logic established DLConnects™, a suite of solutions that provides clients synthesized insights from multiple sources including attitudinal, post-view behavioral, sales and tracking data. www.dynamiclogic.com ### 2009 | 2008 | 2007 | 2006 | 2005 | 2004 | 2003 | 2002 | 2001 | 2000 Dynamic Logic Announces Initial Performance Averages for Mobile Branding Campaigns., 28-AUG-08 Greystripe Mobile Display Ads Demonstrate Branding Impact of Mobile Advertising ., 28-APR-08
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