Amanda (Zuniga) Baskett talks about the final product January 21, 2010
Posted by Mark Blei in : Places you wish you were, Staff posts , add a commentThere are many aspects of my job that I really enjoy. However, there is nothing that tops the end of a project when all the data has been cleaned and weighted and it is sitting there waiting to be understood. Sometimes I think I must be a pretty sad person to be so excited about this (my older brothers reassure me that this is true), but then I also tell myself that this is the reason that I’m a researcher.
I love to tell stories – which isn’t surprising given my journalism and English background. In this job data serves as the basis for my story and the words are intertwined to shed light and explain what the data reveals.
In some cases, there are end results that are perplexing at first glance. However, by taking a deeper dive into the data as well as understanding what environment the campaign is running in helps to clarify the results.
For instance, the final results in one of my recent projects were negative especially given that the mid-way results showed positive movement. Instead of simply looking into various data cuts and writing a report based simply on the numbers I began my investigation with the numbers and quickly moved onto scouring secondary resources to help me explain what happened.
In the end I determined that the overall impact of the campaign was masked by negative results from a particular timeframe. Negative press surrounding the product category combined with respondents’ exposure to the ads triggered severe responses to the brand. Thus the overall poor results were not due to ineffective creatives or off-target messaging, but were driven by outside factors beyond the creative, media and brand teams’ control.
Nonetheless, a key lesson was learned. The results and insights have led the client to further investigate whether it makes sense to put a hold on a campaign if presented with a similar scenario in the future.
As a researcher we are not only tasked with understanding what the
data reveals, but to also shape a story that is meaningful for the client. There are often projects were there are different nuggets of data which you can mold an entire story around. It then becomes important to recognize what story would be most beneficial to fashion for your client. As we are all aware a media agency and a brand team have differing interests and markers of success. At the end of the day it is the combination of unraveling the data, finding the golden nuggets, and crafting a client-minded story that makes me enthusiastic about my job as a researcher.
In my spare time I like to eat and run – everyone always teases me for taking vacation days off to run a marathon or doing relay races through the mountains. I guess it is not everyone’s version of vacation. However, I know how to relax too the picture below is from my recent honeymoon in Hawaii.
Meg Reardon Talks about the power of looking “Beyond The Click” January 19, 2010
Posted by Mark Blei in : Staff posts, Uncategorized , 1 comment so farHere is a greaty example of the power of our AdIndex solution being able to tell the story of what happens ‘beyond the click.’
I recently completed an AdIndex study for a CPG client. The data from the media company regarding click-through rates and interaction was spectacular, indicating that click-through was much higher than the industry average and that interaction with the client’s ads drove great increases in consumer’s perceptions of and relationships with the brand.
Had that been the only data provided to the client, as is often the case without the additional insight provided by an AdIndex study, the campaign would have been considered a huge success and perhaps would have been replicated in the future.
However, since our AdIndex study provides insights on the impact of a campaign among those that click, but also on the other 98% of consumers who were exposed to the ad but did not click, a critical insight emerged. Based on click-through data, the campaign was working well to drive a specific message because the consumer had time to absorb and process the entire intended message. However, if a consumer did not interact with the ad or visit the client site, we noticed in our AdIndex data that there was a significant amount of confusion regarding the main message of the campaign that was leading to an erosion of brand perceptions.
Meg Reardon Research Director Dynamic Logic
This insight proved invaluable as creative was being drafted for the 2010 campaign. With the insight provided from our AdIndex study, the client was able to re-focus messaging and avoid potential further erosion of brand perceptions due to the confusion revealed in our study.
Just a simple, straightforward example of how important it is to not only understand the behavioral impact of a digital campaign, but also the attitudinal impact on the overall health of the brand.
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Creative vs. Research – Can’t we all just get along? By Christopher Bian January 14, 2010
Posted by Mark Blei in : Staff posts , 1 comment so far
In the realm of the online advertising world, as with any other advertising discipline, how the creatives look and feel is perhaps the largest contributor to the success of a campaign. As you’re probably aware, the creative process for any advertising campaign can be a delicate one. Often, research can throw a proverbial wrench in the machinery of the creative discipline by “telling” the creative minds to “do it this way.” But I firmly believe this does not need to be the case; research is simply the compass that allows the creative mind to focus its energy towards achieving a specific goal. The key is to understand how to interpret and use the wealth of knowledge that the industry has amassed, as well as thinking forward to define the next set of valuable metrics as the technological capabilities of digital marketing evolve.
When thinking of analytics that can provide guidance for a creative team to work with and help maximize the impact of the campaign, there is more than one method. Copy testing is commonly used to test performance of multiple creative concepts against a panel of chosen consumers. Real-time diagnostic tools are available, such as Adometer, which allows marketers to evaluate chosen metrics or demographics and make tweaks to optimize the creative or media mid-flight. Normative data, which I’ll be focusing on here, has been aggregated over an extended period of time and allows marketers to delve into trends that may help shed light on the current climate. But remember, this type of research tells us what has or has not worked in the past, not necessarily what will work. When it comes down to it, a holistic approach is necessary to properly plan. There are multiple factors one must consider: nuances of the media plan, the type of product or category, goals of the campaign, as well as the metrics necessary in order to define branding success (lead generation, conversion, social action, ad interaction), just to name a few. In order to give a simplified example of how a marketer could use normative data to help guide the creative process, let’s look at interactive ads in the online space.
Here, we’ll explore the differences in impact of interactive creatives and what it’s implications on the execution of your creatives might be. For the purpose of the examples, some or all of the following aspects may be used:
- ability to interact with the ad
- display unit size of 300×250
- types of site the ad will be placed on
- campaign goals of new vs. established products
MarketNorms [Last 3 Years, N=2,377, n=3,697,267] shows that a 300×250 interactive unit has an overall larger impact on ad awareness (4.2% vs. 2.9%)* than a 300×250 ad that was not interactive. Both were featured on portals, which generally reaches a wide audience.
In this instance, the interactivity seems to have played a role in affecting ad awareness, which opens up a greater opportunity for your creative team to introduce an engaging experience with the brand and product.
While the interactive units impacted awareness metrics, there was no statistically significant impact on persuasion metrics. This does not mean that interactive units can’t help your brand drive intent or consideration, but rather, understanding the audiences you are attempting to reach is but one key to developing a successful creative concept. Take for example, the data amongst 300×250 interactive units that were advertised on niche site categories (compared to a typical portal such as MSN) in food/beverage, health/beauty, lifestyle, parenting and shopping.
^ Niche Sites defined as sites within the food, beverage, health, beauty, lifestyle, hobbies, parenting, family and shopping categories
The data showed a statistically significant increase on intent to purchase of 1.2% after exposure. All units advertised were interactive, yet, respondents exposed on niche sites claimed an increase in favorability and intent to purchase. Compared to those exposed on a typical portal, awareness metrics were impacted. We know that portals such as MSN or Yahoo! receive a wide range of visitors, reaching a general audience. Meanwhile, the visitor of niche sites like WebMD.com or Epicurious.com has come for information regarding something specific, and therefore, a higher incidence of relevance to a properly targeted product or service is more likely to occur. The question remains: how can we convert this information into creative output?
This example of data comparison serves as a supportive normative insight; if interactive ads are to be used, tailor the interactive elements to better align with consumers who are at different points of the purchase funnel, indicated by types of sites the consumer is to be exposed on. For example, the interactive elements for portal ad units could touch on the overarching features and benefits of the product in a simple, concise way in order to introduce the brand to those who are not familiar with the product. For established brands on niche site categories, your creative team will have the challenge of providing a more involved experience to those who are already aware of the brand and closer to any actual purchase behavior. Perhaps a store locator or promotional deal can be included within the ad unit to guide these consumers along the search/purchase process. Furthermore, a combination of both can be used for product extensions or medium awareness brands.
Through the normative data, it’s clear that targeting of media channels that properly align with your brand’s goals is necessary, precluded by the need to understand your brand’s audience on each channel in order to provide more value to the consumer at the creative level. While this may be one and albeit somewhat simplified example, it demonstrates that data can provide a healthy framework on which creative decisions can be implemented, without severely impeding on the creative process.
Every campaign is bound to be different due to the varying aspects that come into play: product category, high end vs. low end products, existing awareness of the brand or parent brand, budget, campaign goals, etc. But research is what can help tie it all together to give your campaign the best shot at success. After all, great creative can live in harmony with strong research trends and principles!
*Difference is statistically significant at 95% confidence, MarketNorms – Q3/2009
Alejandro Molina checks in with some helpful tips January 14, 2010
Posted by Mark Blei in : Staff posts , add a commentHi. My name is Alejandro Molina and I work on the tech team in the NYC office as a QA/Support Analyst. I was once an avid user of ad blocking software. But as time went on, I saw site after site close down due to lack of funds. These days, it’s hard to not see how important online advertising can be for sites that need the money to stay afloat. Even so, it’s sometimes hard to see online advertising in a positive light when I run into intrusive ads that take over the webpage and interrupt what I’m doing. Working at a company that tells these online agencies that such ads should be frowned upon is a good feeling.
In my time here, I’ve learned a few other tips about making online advertising more effective. Make sure your ads are not intrusive. Don’t interrupt the user’s experience if you can avoid it. Make the message relevant to the user. If I’m on a website that targets a specific audience, make sure you are advertising product that really is relevant to that particular audience. Also, make sure your ads are perfectly clear and eye catching without being annoying. Attention spans online only last so long, that if your ad is confusing or takes more than a few seconds to get the point, you’ve already lost half your audience scrolling down the page or clicking to somewhere else.
Keep to at least these points and even a former ad blocker like me will pay attention to your ad.
Lauren Mendelson discusses “Umbrella Branding” January 7, 2010
Posted by Mark Blei in : Staff posts, cute animals , add a commentMy name is Lauren Mendelson and I’ve been at DL for nearly 2 years, working out of the New York City office as a research analyst.
I recently conducted an analysis for a car manufacturer, who was trying to market four new vehicles at once. The goal of this campaign was quite lofty: the car manufacturer wanted to increase awareness of these four new cars as well as to increase intent to buy the models.
This type of online campaign is known as an “Umbrella Branding” marketing strategy. The key to these types of campaigns (according to Millward Brown’s March 2008 POV) is to have a consistent and clear brand identity across the various components. With Umbrella campaigns, when many models or brands are being advertised, research illustrates that only a few brands benefit and others get ignored.
This was the case with this campaign: while the creatives were synergistic and had a similar look and feel, not only to each other, but to offline advertising as well, some models received more attention than others. In this case, a luxury sedan and a minivan were more memorable and favorable than either the SUV or the coupe being advertised.
Additionally, this campaign differed from their past advertising in that it focused on multiple vehicles, which accordingly had different targets, different demographic variables, and different psychographic compositions. By trying to appeal to so many groups, this campaign did not resonate with their main target as well as past campaigns have, which were centered on only one type of vehicle.
Umbrella campaigns are similar to co-branded campaigns in that they often cause the viewer confusion. Often times at Dynamic Logic, we see that co-branding or Umbrella campaigns can have a negative effect; in this case, the creatives did not cause respondents to react in a negative way, but at the same time, the campaign did fall short of achieving all of its goals. With these types of campaigns, it is necessary for each car model to have its own moment of clarity, its own moment to shine.
It will be interesting to see how this car manufacturer decides to advertise their new suite of products. Will they continue to have ads that have a barrage of vehicles, or will they only feature one model at a time? I guess we will have to wait and see!
When not conducting research, I enjoy photography, traveling, and spending time with my new puppy.
Dynamic Logic Announces New Partnership with IRI and Introduces New Solution To Integrate the Branding and Sales Effects of Digital Ad Campaigns Findings from Pilot “AdIndex Connects with IRI” Study Demonstrate the Power of Bringing Together Attitudinal Insights and Purchase Data January 7, 2010
Posted by Mark Blei in : Dynamic Logic Press Release, General announcments, industry news , add a commentDynamic Logic Launches Optimization Tool, Delivering Real-Time View of Online Ad Campaign Performance
“Adometer” Gauges Initial Breakthrough, Enabling Creative and Media Changes to Be Made While Campaigns Are Still Live
New York, November 19, 2009 — Millward Brown’s Dynamic Logic, the leader in measuring digital advertising effectiveness, announced today the launch of Adometer™, an optimization tool that gives advertisers an early indication of a campaign’s performance. The tool is based on real-time measures of “breakthrough” including how memorable an ad is and whether the target audience is being reached. Adometer’s attitudinal measures offer an alternative or enhancement to traditional online tools that optimize based on click-through or lead generation alone, which can often provide a misleading picture of a branding campaign’s true impact.
“With Adometer, clients now have a reliable decision-support tool for making creative or media changes while a campaign is still live,” says Michelle Eule, Managing Director, AdIndex Solutions for Dynamic Logic. “While many factors play a role in campaign effectiveness, breakthrough is critical, especially when brand-building is an objective. By providing a real-time indication of whether or not a campaign is breaking through, advertisers can make necessary changes early on, before impressions are wasted.”
Adometer works by launching a short survey that appears directly within the frame of an advertisement. Results, which are delivered in an easy-to-use online interface, can be filtered by target audience or other audience segments, providing more granular insights over other solutions that offer single-question surveys. Below are examples of the types of actionable insights Adometer provides:
- Dynamic Logic Adometer Sample Output (click for larger view)
“In many ways, clients have their hand on the optimization trigger, so to speak, and they are looking for a reliable tool that can either confirm their advertising is working, or give them the insight to know what to change,” commented Jean Robinson, President of Dynamic Logic. “We believe Adometer will be a welcome addition to the market.”
Adometer can be used as a complement to Dynamic Logic’s more thorough, in-market measurement solutions. For more information, email sales@dynamiclogic.com.
New News: Dynamic Logic and IRI Partner to Integrate Attitudinal Insights and Purchase Data for CPG & Retail Marketers January 7, 2010
Posted by Mark Blei in : Dynamic Logic Press Release, Sales and Marketing , add a commentDynamic Logic Announces New Partnership with IRI and Introduces New Solution To Integrate the Branding and Sales Effects of Digital Ad Campaigns
Findings from Pilot “AdIndex Connects with IRI” Study Demonstrate the Power of Bringing Together Attitudinal Insights and Purchase Data
New York, December 2, 2009 – Millward Brown’s Dynamic Logic announced today the launch of “AdIndex Connects with IRI,” a new solution powered by IRI (Information Resources, Inc.) consumer and shopper insights. The solution is part of the DLConnects™ family of solutions and enables CPG and Retail marketers to answer the essential questions surrounding campaign effectiveness: “how did my online ad campaign impact consumer perceptions of my brand?” and “did it help drive sales?” The solution is built on the foundation of Dynamic Logic’s AdIndex®, the leading source for measuring the brand impact of digital advertising.
“As digital becomes a bigger piece of the marketing mix, we continue to develop innovations that bring together the best of the online and offline worlds,” said Mary Ann Packo, CEO of Millward Brown North America. “IRI’s consumer and shopper knowledge is a great complement to our expertise in building brands, and together we can provide insights that help move our clients’ businesses forward in the digital world.”
”Partnerships like the one that we are announcing today with Dynamic Logic enable marketers to quantify the offline sales impact of their digital media campaigns,” said Robert (Bob) I. Tomei, President of Consumer and Shopper Insights, IRI. “IRI’s rich purchase data and consumer insights combined with Dynamic Logic’s unique ability to measure the brand impact of digital advertising deliver an extremely powerful approach to fully understand the return on investment of their online media programs.”
“AdIndex Connects with IRI” integrates Dynamic Logic’s proprietary technology for determining exposure to digital advertising with IRI’s ever expanding view of the consumer and shopper (via its Consumer Network panels) which provides key purchasing, demographic, attitudinal and usage information. In addition to in-depth branding measures and short-term sales impact, the solution also assesses how effective a campaign is at reaching specific behavioral targets such as high-volume shoppers in a brand’s category or frequent shoppers of a competitor’s brand.
Case in point: In a recent study for a consumer packaged goods company, attitudinal data showed online advertising had positive results on brand metrics but did not significantly impact the number of individuals intending to purchase. Further investigation of IRI’s Consumer Network purchase data revealed that exposure to the ad campaign did result in incremental sales although not among new buyers. Rather, exposure to the online ad campaign drove existing buyers to make additional purchasing trips thereby increasing sales. Building on this story, Dynamic Logic then investigated the specific creative executions that proved to be more effective at driving purchase intent among existing buyers and made recommendations on how to enhance the campaign to resonate with non-buyers.
“While the industry has made great progress in moving ‘beyond the click’ in terms of measurement, the reality is that many marketers still evaluate their campaigns based on ad interaction metrics alone,” says Ken Mallon, SVP Custom Solutions of Dynamic Logic. “Dynamic Logic continues to believe that, in order to be considered effective, advertising placed on any media must either change people’s perceptions or increase sales. Partnering with IRI allows us to enhance our DLConnects ad effectiveness offering in a very tangible way and to continue to help clients maximize ROI.”
Media Coverage:
Top story in Ad Age today! View Ad Age article:
IRI-Led Consortium Aims to Tie Digital Ad Spending to Purchases
IRI Unveils Platform to Gauge Ad Effectiveness
If anyone contacts you from Dynamic Logic and tells you that you may have won a prize please be careful January 7, 2010
Posted by Mark Blei in : General announcments , add a commentDynamic Logic, Inc. has been made aware that unfortunately at this time, there are unscrupulous people who are currently using various methods to try and scam individuals out of money using the Dynamic Logic name. If you receive a check in the mail, an email from a Yahoo! or other type of email account, or a phone call stating that you have won something or asking you for information, please contact our main number at 212-844-3700 during normal east coast business hours, Monday through Friday, 9:00 AM to 5:00 PM.
Please assume that all contact, other than requests from Dynamic Logic that appear on the Internet asking you to participate in a survey, is a scam attempt. We are in the business of conducting online research surveys and have no mystery shopper programs, we sell no products, we do not mail out checks, and most drawings are for less than $1,000.00 US. To verify a real communication from Dynamic Logic, please call us directly during business hours and ask to speak with Mark Blei.
Meanwhile, during non-business hours, please forward any suspicious emails to privacy@dynamiclogic.com, and you may fax suspicious checks or postal mail you receive to 646-349-5769. Do not deposit any checks that you receive until you have spoken to us first. Dynamic Logic and its associated companies will never ask you to send a check balance or ask you to wire any form of money. Please contact us during business hours if you have any concerns.
Thank you!
Mark Blei
Dynamic Logic a Millward Brown Company.
Meet Amy Fayer Dynamic Logic Research Manager, Custom Solutions October 26, 2009
Posted by markblei in : Staff posts , add a commentAcross my years as a researcher at Dynamic Logic, I can honestly claim that I am continuously learning new things on a daily basis and have always been inspired by those I work with. In my current position on the custom solutions team I have the opportunity to get involved in various client discussions across internal teams and help to design research solutions that fit with clients’ custom research needs. Aside from designing and executing custom research I also enjoy the opportunity to present DL research at public events and conferences. One of the industry conferences I recently attended was a tremendous and positive learning experience for me. I was selected to create and present an automotive best practices deck for an industry conference that a publisher client was sponsoring. I will admit that at first I was very overwhelmed about speaking at the event. This would be a conference where industry experts and thought leaders would be discussing success drivers of online auto marketing among OEMs, dealer associations and retail marketing. In my past experience I had worked on a few ad effectiveness studies for auto brands but did not consider myself to be an expert when it came to the auto vertical. However, I came to understand that the client was looking for a digital expert, not just an auto expert. They needed someone who could shed light on key campaign variables that drive online success for auto marketers.
The conference was organized to provide auto advertisers and agencies with further data and insights to help them make informed business decisions during the difficult economic climate. Dynamic Logic research was crucial to this conference because it helped to support the case that there is a current need in the online auto marketing industry to shift campaign measurement away from only examining behavioral metrics and incorporate attitudinal measurement as well. When creating the presentation, I examined trends in MarketNorms data related to the auto industry and actually learned more about automotive marketing in doing so. Because of the longer and somewhat more complex decision making process involved in purchasing a vehicle, automotive brands present unique challenges to online marketers. Exposure to an online ad is just one part of an extensive information search leading up to a vehicle purchase. However, online automotive ads can have an impact both by raising brand awareness and persuading consumers to consider a particular model. A few important things I learned about online auto advertising effectiveness included:
- In any online auto campaign, in-market status is crucial for impacting brand metrics, particularly purchase consideration.
- Context is important for online automotive advertising; auto ads on auto sites are particularly effective at driving brand opinions and consideration
- Contrary to popular belief, online campaigns for luxury automotive vehicles can have an impact on both awareness and persuasion metrics
- Automotive ads that are co-branded typically under perform on ad awareness and persuasion
Attending the conference also allowed me to learn a great deal about the auto marketing industry through seeing current research that was being conducted on vehicle shopping behaviors by other companies such as J.D. Power and Compete. An example of some research I found to be interesting was a research study conducted by Autotrader.com and Northwood University on the topic of advertising and volume of walk-in traffic at national dealerships. This research aimed to quantify how much walk-in traffic is driven by advertising and within advertising what types of media (online, print, etc.) drove the highest volume of traffic to both franchise and independent dealers. The results of the study indicated that advertising drives more dealer walk-in traffic than friends or family. It also showed that the Internet is the primary media source at driving dealer walk-in traffic among both new and used car shoppers. The differences between media sources were staggering. The Internet drives four times the traffic as newspaper, nearly seven times as much as TV, and thirteen and a half times that of radio.
My initial thoughts were that the conclusions of this research study provided a great complementary piece to the story line that the DL normative data aimed to provide. Online is a great space for auto marketers to be, as most target consumers are actively using the internet to research brands when in-market to purchase a new or used vehicle. However, MarketNorms data reveals that there are certain best practices that online auto marketers should adhere to in order to successfully build consumer attitudes towards the brand. We all know that the digital measurement front is rapidly changing. There is a growing need within the industry to utilize insights on brand metrics (consumer attitudes) coupled with research on in-market shopper behavior trends (consumer behaviors). For online auto marketers, having access to these types of research insights can guide the media planning process and potentially maximize return on marketing investment during difficult economic times.
Outside of working at Dynamic Logic, I fully enjoy spending time with friends and family, reading, antique shopping, running, travelling, dining out in NYC, and attending ballet performances and art exhibits.
Dynamic Logic Reveals Online Creative Best Practices: Register for Webinar October 20, 2009
Posted by dynamiclogicbeaty in : Uncategorized , add a commentComplete Findings of New Study to be Unveiled during Joint Webinar with AAAA’s on October 27
New York, October 20, 2009 – Millward Brown’s Dynamic Logic, the leader in measuring digital advertising effectiveness, announced today key findings from a new study that identifies creative best practices for driving online ad effectiveness and brand impact. This latest research offers agencies and marketers actionable advice for maximizing creative quality, which, according to Dynamic Logic, is the foremost driver of ad effectiveness – even more important than targeting, size or format.
“When it comes to digital advertising, a lot of time is spent choosing Web sites, ad sizes, formats, targeting and other factors,” said Ken Mallon, Dynamic Logic’s SVP of Custom Solutions. “However, not enough time is spent producing and testing high quality ads. This study offers some basic principles for achieving better results.”
In fact, creative quality is not only important in driving critical brand metrics including brand favorability and purchase intent, Dynamic Logic found that the worst performing ads had the ability to negatively impact brand metrics, as seen in the chart below.
(Click image for larger version)
“Despite the fact that more advertising is moving online, we still see a shockingly large percentage of creative that falls short of its potential,” said Amy Fayer, Research Manager of Custom Solutions at Dynamic Logic. “Our analysis of over 170,000 online creative executions has allowed us to identify simple rules of thumb that can mean the difference between an exceptionally successful online ad versus one that can have an adverse effect on a brand.”
During the October 27th Webinar (to be held at 1:30 p.m. ET — registration details below), Dynamic Logic will provide examples of the best and worst performing ads by industry and reveal its complete list of Creative Best Practices, five of which are previewed here:
- The branding impact of an online campaign is only as strong as your brand presence: Seek to highlight the brand prominently on all frames of an ad. Intrigue is rarely a good strategy in online campaigns. Consistent branding presence will aid in greater impact on awareness metrics.
- Because you often only have a moment to influence a viewer, each frame of an ad should be able to stand on its own: Each frame should work to drive brand awareness, communicate message/ benefits/ differentiation, and provide reasons to purchase and/or a call to action.
- “Reveal” ads are almost always ineffective: This is seen across all industries as a key component that differentiates best and worst campaign performers. A few exceptions to this rule are video ads, which are much more likely to succeed in this format but are still risky, as well as ads with high entertainment or comedic value.
- Keep the messaging very simple: No more than two messages should be conveyed in an online campaign. For example, within financial services campaigns, ads that were cluttered with heavy copy/text tended to underperform on ad awareness. Within the pharmaceutical industry, formats that allow users to roll over or scroll down to see legal information (not conveyed cluttered in frame) perform better on awareness.
- The use of human imagery is important: Human imagery appears to be a key factor in the success of most online campaigns but in particular, among financial services ads which have traditionally been more text heavy and therefore less effective at building awareness and persuasion.
Webinar Details:
The AAAA’s and Dynamic Logic will hold a Webinar “Top 10 Ways of Maximizing Brand Impact,” which will review the complete findings of this study, on Tuesday, October 27 at 1:30 p.m. ET.
Follow this link to register: https://www1.gotomeeting.com/register/184121216.
