Ads integrated into content are the most effective for branding

1 Sep

This is for all the research and number geeks like me out there.

According to a new study conducted byDynamic Logic and published by media post, “ads integrated into the content of the page are the most effective in driving online ad awareness and purchase intent”. So, according to this new study, banners and skyscrapers are actually LESS effective in advertising terms than rectangular ads that sit in the copy!

Ken Mallon, Dynamic Logic’s SVP of Custom Solutions, puts it best when he says: “…creative quality is the most important factor driving the success of online advertising… (but) bigger doesn’t always mean better…”

In addition, the research revealed that advertising campaigns utilizing Rich Media with Video created the strongest brand impact (across most branding goals, including aided brand awareness, online ad awareness, brand favorability, and purchase intent) compared to campaigns using Simple Flash and Rich Media without Video formats. Very insightful, is that the worst performer was Simple Flash, the format used most often by agencies and advertisers.

And in conclusion here hare some great takeaways from the study:

  • Try delivering a Rich Media with Video ad as the first ad exposure to addressable online audience.
  • On a tight budget, select less expensive formats and consider frequency capping to extend reach.
  • Factor media fees and rich media fees in together and optimize most effective formats
  • For message association goals, consider adding the message to every frame of the ad for best results.
  • For every branding goal studied, a different rich media format was better than Simple Flash at getting results.

Source: Media Post Research Brief (September 1, 2009)


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