 August 2007
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 about online advertising based on our research and analysis. You are on our mailing list because we have either 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. |
| N E W S Y O U C A N U S E |
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Concentrated Online Ad Exposures Enhance the Impact on Purchase Intent 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. Using MarketNorms, which aggregates results from 3,254 live online ad campaigns, we can compare the impact of exposure distribution on Purchase Intent, which is usually the most difficult-to-move persuasion metric. The chart below shows that as frequency increases (x-axis), the impact of exposure, or delta (y-axis), also goes up. The impact increases are higher for the pink line, which represents concentration of exposures within a 24-hour period, than for the blue line, which represents distribution of exposures over a longer period of time.
 Source: Dynamic Logic's MarketNorms through Q1/2007 It is worth noting that Purchase Intent scores more than double when advertising is shown three times within a concentrated timeframe (within the course of a single day), instead of over a longer period of time. But, the impact on Purchase Intent is not as strong when the frequency level goes too high (10+ exposure range) within 24 hours. The effect of concentrated ad exposure essentially goes away — dispersed versus concentrated are equally effective at 10+ exposures. This is important news for marketers and advertisers whose main goal is to drive Purchase Intent or Consideration. Instead of running a full-size campaign that might last for weeks, another approach might be to engage in pulses of concentrated advertising within a short period of time, perhaps using roadblocks. However, frequency should also be capped at no more than 4-9 exposures in a single day per person. |
| A B O U T M A R K E T N O R M S ® |
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Advertisers, publishers and agencies use MarketNorms to understand which
aspects of online advertising have the greatest impact on brand lift. The
MarketNorms database developed by Dynamic Logic of over 3,250 campaigns
across more than a dozen industries has branding lift metrics, ad and brand
attributes, environmental/site data, audience data and other campaign
information collected in over 4.8 million surveys.
www.marketnorms.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 is patented technology. |
| A B O U T C R O S S M E D I A R E S E A R C H ™ |
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Dynamic Logic's CrossMedia Research measures the value of integrated media packages and quantifies the success of a cross-media campaign with any combination of media (most commonly online, print, television or radio). CrossMedia Research allows advertisers, agencies and publishers to understand cost effectiveness of different media in the mix.
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| A B O U T L I N K ™ |
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Link for Digital, an online copy-testing solution developed jointly with Millward Brown, provides advertisers, agencies and publishers with consumer feedback on their creative executions before the campaign goes live. Online ads must be memorable, communicate your message, and be persuasive. Link provides diagnostic and evaluative insight into which creative performs best.
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| C O N T A C T U S |
| www.dynamiclogic.com
909 Third Avenue, 8th Floor +1-800-245-2455 |
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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, please visit http://www.dynamiclogic.com/na/research and enter your email address in the newsletters box on the left. |