March 2001   

 

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 N E W S  Y O U  C A N  U S E

Consistent Presence of Logo Doubles Branding Results

Dynamic Logic has found that advertisers can double the branding performance of their online campaigns by designing creative that consistently contains the brand or logo. Many advertisers and agencies design creative that utilizes animation, including multiple frames that rotate. It is common for creative that uses this design to contain the brand and/or logo in only a few of the frames and this may decrease the branding potential.

Dynamic Logic divided the AdIndex normative database into two groups - those with "omnipresent logos" (campaigns where the creative contains the brand or logo 100% of the time), and those with "sporadic logos" (where the brand or logo is NOT present all of the time).

The lifts in two branding metrics - aided Brand Awareness and Message Association - vary depending on the consistent presence of the logo. The chart illustrates how the results differ. The overall lift in Brand Awareness for those with omnipresent logos is 7%, but only 3% for those with sporadic logo presence. Likewise, the results for Message Association show a similar trend. The overall lift in Message Association for creative with omnipresent logos is 33%, but only 17% for those ads with sporadic logos.

Dynamic Logic recommends that advertisers looking to enhance their brand through online advertising place the brand or logo in every frame of animation. If you do not, and a consumer glances at the ad during a frame that is unbranded, the marketing opportunity may be lost.

* Sample for this report based on 66,907 interviews. The Control and Exposed groups are recruited simultaneously to remove any potential impact of alternate channel marketing efforts. Exposure data was recorded when the banners appeared on the web sites used in the actual campaign. Types of banners tested included travel services, financial services, packaged goods, travel services, publishers and retail. Lift is defined as the relative difference between the branding level of the Control and Exposed groups. All differences are statistically significant at 99%.

 M I K E  A N D  M O L L Y

Branding Defined

by Mike Carlon



There is a lot of buzz around branding and the Internet. But while people are talking about branding, different definitions on what branding actually is has lead to some confusion in the marketplace. By most traditional definitions, branding is a cognitive process involving the establishment of a relationship between two previously neutral stimuli; such as a symbol and a product. After repeated pairings, the symbol comes to identify the source of the product and differentiates the product from competitors. Eventually, the brand may create a conditioned emotional response such as comfort, safety, happiness, etc. For example, the Johnson and Johnson brand has come to evoke the bond between a mother and child.

As the process of branding is cognitive, the only way to truly measure a brand's equity is through attitudinal data. This requires asking people questions. While metrics such as latent click-through (also known as "view-through") and aggregated data from search engine logs may intimate branding, these metrics are actually more behavioral in nature. While a specific behavior may be the primary goal for many advertisers, behavioral data alone does not show how you track progress towards behavior, therefore underreporting the success of advertising.

It is widely believed that Internet advertising revenue will grow extensively once consumer packaged goods companies embrace the medium. However, CPG adoption of the Internet as an advertising medium will not grow significantly until agencies and publishers start speaking in the language that CPGs understand; the language of branding.

mike@dynamiclogic.com


New Formats, Same Rules

by Molly Hislop


The IAB recently endorsed a new set of ad formats, which for the most part, are larger and more prominent. This opportunity should help marketers develop more noticeable creative since the ads will be taking up a larger portion of the browser and will vary from the traditional banner shape. Designers will also have more flexibility to create different types of campaigns that were a challenge when limited to the 468 x 60 banner.

Dynamic Logic is going to be working with the IAB to determine how size affects the branding performance of online campaigns. There is more room in the larger formats, which include skyscrapers and large rectangles, which will allow for greater creativity in designing online ads. One important thing to note - designers should be wary of thinking more space means they should add more elements to the creative. As previously released Dynamic Logic research shows, if their designs are cluttered, unbranded or use cryptic messages, the ads will not perform well regardless of how big they are. Take advantage of the larger space to make the logos and value propositions bigger, which may increase the branding value.

Factors such as the size, shape, targeting and placement of online media are important variables that affect campaign performance. The design of the creative, however, is most important. Even the best placement of the largest ads cannot save a campaign that is NOT using a clear, consistently branded and straightforward design.

molly@dynamiclogic.com




 A B O U T   A D I N D E X

Dynamic Logic's AdIndex® is a research tool used by online advertisers to measure the effectiveness of their campaign beyond click-through. By providing real-time metrics on brand awareness, purchase intent, message association, and creative evaluation; AdIndex empowers online marketers to optimize their campaigns and get a true measure of the campaign's impact.

AdIndex was developed by Dynamic Logic and has multiple patents pending.
www.adindex.com

 A B O U T  C R O S S M E D I A   R E S E A R C H

Dynamic Logic's CrossMedia Research™ measures the value of integrated media packages and quantifies the success of a cross-media campaign that combines online with print, television or radio. CrossMedia Research allows advertisers, agencies and publishers to understand cost effectiveness of different media in the mix.

 A B O U T   M A R K E T N O R M S

Dynamic Logic's MarketNorms® is a leading source of normative data for online marketing effectiveness, with a database of over 1,000,000 completed surveys and more than 10,000 tested creatives. MarketNorms is a powerful, analytical tool that allows advertisers, agencies and publishers to compare effectiveness by vertical (automotive, CPG, pharmaceutical), ad format type (rich media, interstitials, email) and audience (gender, B2B, consumer).
www.marketnorms.com

 C O N T A C T   U S

www.dynamiclogic.com

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New York, NY 10022

+1-800-245-2455
+1-212-844-3700
marketing@dynamiclogic.com


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