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 This report is for advertisers, and the agencies that support them, who want to make informed decisions about the best ad formats to use for online branding campaigns. In online advertising, you’re likely to hear goals defined as “branding”, “brand response” or “direct response.” We go a level deeper to explore the impact of ad format selection on specific branding goals in the upper and lower purchase funnel.
The flexibility of the online medium has led to a wide range of choices for advertisers, including:
- Image (GIF/JPG)
- Simple Flash
- Rich Media with Video
- Rich Media without Video
In the following pages, we’ll explore how advertisers make format decisions today and share tips on how to define branding goals for online campaigns. In addition, we’ll provide new information on how ad formats impact brand metrics, and conclude with a cheat sheet to help guide your ad format decisions for future campaigns.
In short, you’ll learn how to match ad format to branding goal in order to extract the most brand value from an online display advertising campaign.
Download The Brand Value of Rich Media and Video Ads
PDF format, 1.5MB, 23Pages.
Authors:
Sally G. Cole
Marketing Manager, DoubleClick Rich Media, Google
Leah Spalding
Research Manager, Advertising Intelligence, Google
Amy Fayer
Research Manager, Custom Solutions, Dynamic Logic
By DoubleClick, a division of Google and Dynamic Logic
CONTENTS
Introduction.................................................................................................................................. 1
How Format Decisions are Made Today ................................................................................ 2
Where to Focus in the Purchase Funnel .................................................................................3
Identifying the Largest Branding Opportunity ................................................................... 4
Overall Brand Impact Benchmarks for Online Display Ads................................................ 4
Rich Media Excels at Driving Purchase Intent...................................................................... 5
Use More Rich Media with Video, Less Simple Flash, to Drive Purchase Intent.......... 6
Rich Media with Video Excels at Driving Brand Favorability............................................. 7
Use More Rich Media with Video, Less Simple Flash, to Drive Brand Favorability...... 8
Rich Media with Video Excels at Driving Aided Brand Awareness.................................. 9
Creative Insights on Message Association.......................................................................... 10
Rich Media Excels at Achieving Branding Goals.................................................................11
Branding Strengths by Format: Rich Media with Video................................................... 12
Branding Strengths by Format: Rich Media without Video............................................ 13
Branding Strengths by Format: GIF/JPG.............................................................................. 14
Branding Strengths by Format: Simple Flash..................................................................... 15
Ad Format Performance Overview........................................................................................ 16
Rich Media with Video versus Simple Flash........................................................................ 17
Conclusion: Making Format Decisions.................................................................................. 18
About DoubleClick
DoubleClick is a premier provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, mobile, and search marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers.
DoubleClick is a division of Google Inc. (NASDAQ: GOOG). Learn more at www.doubleclick.com
About Dynamic Logic
Dynamic Logic (www.dynamiclogic.com) is a leading global research company specializing in media and marketing effectiveness. As a pioneer in online ad effectiveness, Dynamic Logic now measures the branding impact of campaigns across 27 digital platforms.
By leveraging Millward Brown’s world-class expertise on brand building alongside digital insights from unparalleled normative databases of online, mobile and cross media studies, Dynamic Logic continues to be a leading source to advertisers, agencies and media companies seeking to maximize ROI in an ever changing marketing landscape.
Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
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