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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)


CP+B Wins a Grand Effie for “Whopper Freakout” with a stolen idea

4 Jun
The more I think about the “Whopper Freakout” campaign from 2007 by Crispin, Porter and Borgusky, the more I feel like the idea sounds very familiar.

Then I remember John Steele’s “Truth, Lies and Advertising.” Especially the case study on the “Got Milk” campaign. The essence of the campaign came from the idea of ‘deprivation.’ Focus Group participants were asked to go a certain amount of time without Milk, and as a result it became obvious that Milk Advertising in the past had gotten it all wrong: no one cares about how healthy milk is. People care about milk when they don’t have it!

Along the lines of ‘you don’t know what you’ve got until it’s gone,’ people realized that Milk is essential for the full enjoyment of cereal, or to have with cookies, etc.

Did CP+B ‘borrow’ from this idea of deprivation? Without a doubt they did, but is that wrong? Let me answer that question with a simple statement: Everything is borrowed from somewhere or has been done before.

Star Wars? Great story, but stolen from numerous places including Greek mythology. So, then where did the Greeks steal from? Good question to which I do not know the answer, but I know that it has to be from somewhere.

In summary, CP+B stole the Whopper Freakout idea from the Got Milk campaign, but gave it a unique twist that only CP+B could have given it. In addition, it actually helped BK sell a lot of additional burgers.

Am I jealous of what they did? Of course. Who wouldn’t be? They are CP+ freaking B.

Source: AdRants
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