Beyond The Click ^®

As part of the AdReaction 5 Study on consumer perceptions of specific forms of advertising, Dynamic Logic research shows that consumers continue to feel that the "appropriate" number of ads that appear over the content of the Web pages they are browsing is two per hour. This number is consistent with the results for the same question asked in the previous AdReaction 3 & AdReaction 4 surveys, conducted in 2003 and 2005, respectively.

According to eMarketer, this year's mobile advertising spend is estimated to be nearly 5 billion globally, to triple by the year 2011. Yet, only 13% of all mobile advertising is intended for branding compared to 87% for direct response. Are marketers missing out? Firstly by not investing in mobile advertising at all, and secondly, by using it primarily as a DR vehicle?

Online advertising is generally still perceived by many as either "banners" or "pop-ups"; however, there are many different formats for Web advertising. Dynamic Logic research demonstrates that consumers understand that there are differences in the types of ad formats seen online and they react to them very differently.

When asked about their overall attitudes towards general advertising formats, consumers in Dynamic Logic's AdReaction 5 research study feel very differently about the various media platforms. Certainly, if asked, most people will never say they would like to have more advertising in their lives. However, the results show that there are certain types of advertising that people may be more receptive towards.

Analysis from Dynamic Logic's MarketNorms database shows that advertising on Games & Contest (Gaming) Web sites can be highly effective in increasing brand metrics for various brand sectors and demographics. In particular, CPG advertisements on Gaming sites tend to perform much better among women ages 45+ compared with younger females.

New analysis based on Dynamic Logic's MarketNorms database shows that concentrated ad exposure that occurs within a 24-hour period can have a greater effect on Purchase Intent or Consideration than seeing the same number of ads spread over a longer period of time.

The last issue demonstrated the power of online video campaigns in their ability to positively move all branding metrics compared to overall MarketNorms. With more data, we begin to see a wider range and variance in effectiveness - there are some dramatic differences in the results of the most memorable and least memorable video campaigns.

With increased video content, video advertising is not far behind. But what is the best way to use video advertising assets online? Can one simply repurpose TV ads? Data from Dynamic Logic MarketNorms^®, based on 101 measured video ad campaigns, show that video ads perform well, on average.

A recent analysis of 57 movie campaigns for in-theater releases within Dynamic Logic's MarketNorms database (Q3/2005) reveals that online movie ads perform among one of the highest industries in positively raising Aided Brand Awareness (+9.8) and Brand Favorability (+4.3) on average.

Recent analysis of Dynamic Logic's MarketNorms® (Q4/2004) shows that auto ads can build Brand Awareness very well on just about any type of website, but can dramatically increase Purchase Intent when running on auto sites.

New research from Dynamic Logic's MarketNorms™ database shows how persuasive impact can vary among different types of CPG online advertising.

According to analysis of Dynamic Logic's MarketNorms® database, online ads using audio and video achieve a greater impact on Brand Awareness at a lower frequency exposure frequency than other standard online ad formats. In fact, exposure to audio/video ads increases Brand Awareness by 10.0 percentage points.

New research from Dynamic Logic's MarketNorms® (Q1, 2004) reveals that advertising is effective for both existing and new products, but higher scores are exhibited on average for new products. This is the case in each of the four standard metrics (Aided Awareness, Message Association, Brand Favorabilty, and Purchase Intent), but it is most pronounced in Awareness where it is almost double.

How do geographic differences translate to effectiveness in Internet advertising? Have the creative forces in Europe found a way to leverage this new tool? Have North American advertisers taken advantage of higher consumer penetration to develop more effective online communication?

Despite the fact that online advertising tends to be generalized as "banners" or "pop-ups" reflecting the pejorative term du jour, there are many formats for Web advertising. This research points out that consumers view them very differently.

When asked about their general attitudes towards advertising, consumers in this research feel very differently about the various advertising mediums/formats. Telemarketing and SPAM (Non-opt-in email) are at the bottom of the list in terms of consumer appeal and the negativity they associate with it. Print advertising (Newspapers and Magazine) rate most positively. Web and TV advertising both fall roughly in the middle of the pack.

As part of the annual AdReaction study on marketing effectiveness and consumer reactions to specific forms of advertising, Dynamic Logic released new research today that shows consumers feel that the "appropriate" number of ads that appear over the content on the pages they are browsing is 2 per hour.

Advertising spending for the 2004 political season is expected to exceed $1.2 billion, and the new campaign finance laws have exempted the Internet from some of the political advertising restrictions. Like traditional advertisers selling products and services, nonprofits, advocacy groups, and political campaigns are starting to use Web advertising as a way to "get their message out" to policy-makers, potential donors and voters.

Interactive ads outperform non-interactive ads in making audiences more aware of the brand and more likely to purchase and/or use the brand, according to Dynamic Logic's MarketNorms™.

In an effort to be more efficient and to leverage the equity of other brands, some advertisers have recently begun to use a single advertisement to promote multiple brands.

Online marketing campaigns with sponsorship elements outperform those with only standard messaging units.

Meeting the Branding Challenge, Listen to the Data

It's Not Just About Buttons and Banners Anymore, Should We Be That Surprised?

When Less is More, iVillage on Advertising Effectiveness: Raising the Bar

In Lieu of Mind Reading…, New Rules of Clutter

Considerate Pop-ups, Don't Confuse Creative with Format

Moving the Mind to Purchase, Waiting to See

Using the Numbers, Be Wary of Easy Answers; MSDW Report

Branding Defined, New Formats, Same Rules.

Finding the Pulse, Branding Strategy Varies From Brick to Click.

Mutually Beneficial Interactive Advertising, Travelocity: The Perfect Example.

Advertising Works, I'm Living Proof, It's All In The Wording.

Banners are an Elevator Pitch, What Role Does the Medium play in Branding?

You Can't Click on Pedro, Wireless Ads - Can They Build Brands?.

Mike and Molly further examine the issue of branding...