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Meet Amy Fayer Dynamic Logic Research Manager, Custom Solutions October 26, 2009

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Across 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:

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.

amyfayer

Dynamic Logic Reveals Online Creative Best Practices: Register for Webinar October 20, 2009

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Complete 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:

  1. 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.
  2. 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.
  3. “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.
  4. 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.
  5. 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.

Meet Jemma Toynebee-Smith October 9, 2009

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Hi, I’m Jemma Toynebee-Smith and I’m still the official ‘new girl’ here in London.jemma

Over the past 6 months I have had a pretty intense baptism of fire, from learning the ropes at the project management side of the business, to now being where my actual experience sits, account management.

I made the move into market research – from a pretty varied background – as I wanted to work in an industry that I’m actually interested in!

I love how we, as a society are so totally influenced by media, and therefore the advertising that comes with it. Whether it’s our slightly warped view on the ‘perfect female form’, or which mobile phone provider to choose, we are constantly bombarded by images, messages and advertising…and I’m utterly fascinated by how we sub consciously take away and process all of these messages, and make our choice based upon this.

For me, digital is by far the most fascinating of all these media’s – just down to the fast pace of change, and how we, as a society, interact so much more with digital!

On a slightly more personal note – I hail from a very small town in the middle of England, but have had the pleasure of living in numerous places, including Paris for 3 years, Sydney for 9 months, and lots of various places in England…until I met my husband and settled around London.

I also absolutely love shoes!