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"It's an honor to be included with this group of respected brands who are creating successful online brand advertising campaigns. The power of online is really starting to shine through — these campaigns help to identify and illustrate some guidelines that other marketers may be able to learn from and apply."
— Dan Hamilton,
Olay Brand Manager,
Procter & Gamble
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Dynamic Logic Announces:
The most effective campaigns were among the most noticed, performed well on branding and were also highly persuasive, according to our ad effectiveness research. In addition to strong creative, media usage was another key factor in the success of the best campaigns. They were extremely effective at reaching their target audience and communicating with them at the right time by placing media on contextually relevant sites.
Dynamic Logic uploads hundreds of AdIndex® studies, which measure online advertising impact, into their MarketNorms® database, an online planning and benchmarking tool. Using MarketNorms, Dynamic Logic has identified the most effective online campaigns in terms of online brand performance as compared to all those measured within the U.S. last year.
Some examples of the top overall campaigns in alphabetical order by brand are:
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Brand Advertised:
Kenmore Pro
Parent Company:
Sears
Research Commissioned by:
NBC Universal / Bravo.com
View Advertisements:
1
2
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Brand Advertised:
Olay Regenerist
Parent Company:
Procter & Gamble
Media Agency:
MediaVest
Research Commissioned by:
Wild Tangent
View Advertisements:
1
2
3
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Brand Advertised:
PLAYSKOOL
Parent Company:
Hasbro, Inc.
Media Agency:
Beyond Interaction
Research Commissioned by:
MTV Networks / NickJr.com
View Advertisements:
1
2
3
4
5
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Brand Advertised:
Samsung Bordeaux LCD TV
Parent Company:
Samsung
Research Commissioned by:
Yahoo!
View Advertisements:
1
2
3
4
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Also among the top 10 campaigns, but not shown here, were campaigns produced by GSD&M Idea City and Publicis Modem.
Note: The criteria for inclusion were campaigns measured by Dynamic Logic in 2007 with the highest Online Ad Awareness scores, which were characterized by statistically significant increases at 90% or above. Additionally, the top-ranked campaigns performed in the top 20th percentile compared to other online campaigns within their industry category in either Brand Favorability or Purchase Intent, the two persuasion metrics measured for each campaign.
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