November 2006
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November 2006 |
| 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 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. |
| N E W S Y O U C A N U S E |
Enhancing the TV-like Power of Video Ads on the Web
As broadband becomes more prominent, video content — both mainstream as well as user-generated — is beginning to proliferate. 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. In fact, online video ads are the most noticed online ad format, generating an average increase in Online Ad Awareness of 18 percentage points — 10.1 points above the norm.
 Delta = Exposed Percent - Control (Baseline) Percent
Source: Dynamic Logic's MarketNorms through Q2/2006, Overall N=2,730, n=3,944,074 respondents; Video N=101 campaigns, n=118,770 respondents Clearly, the early indicators are that video works, and it works well. But it is still early in the emergence of online video, and it is not unreasonable to expect these numbers to improve as video creative is developed to take advantage of the various online formats and length requirements. Here are some considerations on that topic: Consider shorter messaging to maximize attention While a repurposed 30-second TV commercial may be effective online, shorter units of 15 seconds or less may have greater impact on a wider audience, reaching those who would likely stop the player out of impatience. This is especially important as pre-roll and post-roll become dominant video formats; there is limited time to get to the point, so make sure the brand is clear and the message is short. Use shorter formats to tell a story While online video could allow for longer formats, most impression opportunities will probably require shorter formats. But how do you tell a brand "story" in something that may only be played for 7 seconds? Ensuring that the creative idea is in tact is critical, and those 7 seconds of creative need to be intrinsically linked to the brand and the messages. In addition, the answer may lie in two techniques: 1) sequencing — or using the targeting ability of online to tell the story in short installments served over a number of days as opposed to one shot, and 2) asking the users to click to get more and continue the story via a Web site. This is increasingly being used in traditional broadcast TV and would naturally fit here. Explore how companion ads can play off the video without interrupting Online video rarely appears alone on a Web page; thereby providing advertisers the opportunity to link their brand and message to the video through companion ads. Consider ways that this can be employed. For example, if a dog in the video were the focus of the creative idea, use a similar dog in the companion display ads but with a constant logo and simple message. This way, even if they do not watch the full video, there is a visual cue that they are linked. NOTE: Dynamic Logic's MarketNorms® is a marketing effectiveness database. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns. |
| 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 2,700 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 3.9 million surveys.
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| 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 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 D I G I T A L L I N K |
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DigitalLink™, 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. DigitalLink 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, send a blank email to |