June 2000   

 

Editor's note: If you are receiving this for the first time, Beyond The Click® is a newsletter from Dynamic Logic that provides useful insights based on research findings. You are on our mailing list because we either have met you or worked with your company. Our goal is to send you brief and actionable "news you can use." We welcome your feedback and hope you pass it along. To unsubscribe see below.
 
 N E W S  Y O U  C A N  U S E

Online Banner Advertising Raises Brand Awareness By 6% On Average

Dynamic Logic has found that online banner advertising raises brand awareness by 6% on average. This research finding is based on data collected through AdIndex, Dynamic Logic's proprietary online advertising research tool and is based on over 18,000 interviews and covers various product categories.*

The 6% lift in brand awareness is an important finding in that it demonstrates that online advertising has value even if the banners are not clicked-on. The frequency of an ad being seen will impact brand awareness as will recency (how the impact of advertising decreases over time). Frequency and recency will be examined in upcoming issues of Beyond The Click.

While the results show that the medium is helping to "move the needle", further research will be needed to demonstrate if a banner can also influence purchase behavior. That said, brand awareness is an important first step in the conversion continuum that consumers travel before they make a purchase.

Tips For Raising Brand Awareness in Banner Advertising

  • Logo should prominently appear in every frame
  • Animation loop should be short
  • Remove frequency cap of one to enable multiple exposures

NOTE: Brand awareness in this case refers to aided brand awareness where respondents are presented a list and asked if they are aware of specific brands, service, or products. AdIndex quantifies the impact of the online ad campaigns on brand awareness by comparing the attitudes of two groups: people who were naturally exposed to the advertising during the actual campaign ("Exposed") against people not exposed to that advertising but who were using the same sites at the same point in time ("Control").

* Sample for this report based on 18,597 respondents. The Control and Exposed groups are recruited simultaneously to remove any potential impact of alternate channel marketing efforts. Exposure can include various levels of frequency and recency, dependent upon the campaigns' objectives. Exposure data was recorded when the banners appeared on the web sites used in the actual campaign. Types of banners tested included airlines, packaged goods, travel services and retail.
 M I K E  A N D  M O L L Y

What Good is Interaction Without Branding?


by Mike Carlon

Last week I felt compelled to interact with a banner. It was a rich media golf game where the user plays three holes and receives a score. Challenges to beat his or her score can be sent to friends. Even though I played the game, if someone asked me who sponsored it, I wouldn't know.

This serves as an example of how interaction is not necessarily an indicator of high communication value. As engaging as it was, this advertisement had many opportunities to provide a stronger branded experience. Perhaps when the ball reached the hole, a branded message could be displayed. Or, perhaps the flags on each hole could have had the sponsor's logo on them.

We know there is communication value in online advertising. When advertising online, advertisers should strive to keep the brand in front of the user for as long as possible. Even though a banner may be designed for interaction, marketers will lose value if communications objectives are ignored or not measured.

For four years, Mike has been conducting marketing research for advertisers including, Citibank, Delta Airlines and Unilever. You can write to Mike at mike@dynamiclogic.com


A Brand is More Than Just a Name


by Molly Hislop

During the past year, cool and cryptic ads for new dot.coms have flooded the marketplace. Many of them are interesting, but for those that run online, cryptic is often confounding. An ad can be engaging and frequently viewed, yet still offer no information about what the company offers or does. According to TV Dimensions 2000, the average consumer will experience 136 ad exposures from TV, radio, magazines and newspapers per day. Add even more online impressions and it is unlikely that there is surplus time or interest to investigate new brands and search out a value proposition amidst the confusion.

Advertisers, especially those new to the marketplace, may be prone to forget the value proposition element in their advertising. The banner must communicate a benefit. There is a challenge in banner advertising to not only present the brand but what the brand can do for the consumer. A brand is more than just a name and a logo. It also is a concept based on the products and services that a company offers. I support clever advertising, but the truly clever will clearly communicate value. In the online banner space, "huh?" equals a lost opportunity.

Molly Hislop has conducted online and traditional data analysis for such clients as AT&T and American Express. You can write to Molly at 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

909 Third Avenue, 8th Floor
New York, NY 10022

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


Copyright © 1999-2007 Dynamic Logic Inc. - A Millward Brown Company. All Rights Reserved.
If you enjoy Beyond the Click, let us know. Please send feedback, comments and topics you'd like to see addressed to marketing@dynamiclogic.com. All letters become property of Dynamic Logic and may be edited for space and clarity. To subscribe to this email newsletter, send a blank email to join-beyond_the_click@hurricane.sparklist.com.