December 2003    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

Interactive ads yield better than average results in getting consumers closer to the point of purchase 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™. Interactive ads can be defined as ad executions that involve the audience in some type of dialogue without having them "click-through" or leave the web page on which the ad appears. Radio buttons, sketchpads and rollover creatives are examples of interactive ads. Interactive ads create a richer environment for users by making them significantly more involved with the ad, thus generating greater interest in the brand. This involvement with the ad provides a direct dialogue with consumers, yielding a more personal, positive association with the brand. The chart below shows that consumers exposed to interactive ads are more likely than those exposed to non-interactive ads in raising all brand metrics. Regardless of size, interactive ads still show a greater increase in awareness and persuasion metrics over non-interactive ads. Tips for Online Advertisers Use interactive ads to help increase purchase intent among consumers who already have high brand awareness Use interactive ads to entice the most targeted audiences to get them closer to conversion Do not use interactive ads as the only messaging. Using both interactive and traditional online ad formats together is more effective than using each individually. Make sure the message and brand in the ad is clear without interactivity. Just because something is interactive does not necessarily mean that people will have the time or inclination to play with it.

A B O U T   M A R K E T N O R M S ®

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. 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 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.

A B O U T   L I N K ™

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.

C O N T A C T   U S

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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.