Ogi Radić asks- Can finding out what drives online ad awareness help create better ads? March 3, 2010
Posted by Mark Blei in : Staff posts , trackback
The advent of online advertising more than a decade ago yielded a “new” metric – online ad awareness – a measure of online ad memorability. Dynamic Logic at this point stored at least 4500 campaigns that measured this concept in MarketNorms. It’s high time we’d started thinking if this measure of online campaign noticeability gives us any further insight into its connection with, say, brand favorability or purchase intent. If we can predict what drives ad awareness, then we may be able to gauge the ad’s effect on persuasion.
The first thing the client always asks about is industry benchmarks. Looking at several different categories in the last 3 years, we do notice some differences in terms of category. Entertainment campaigns are on average more noticeable than, for example, automotive ones. This means that category inherently affects the ads noticeability.
In turn, how about investigating ad awareness by looking at performance per online ad awareness? How are other campaign metrics in campaigns faring in the context of their memorability? Are more memorable campaigns more likely to have increases in persuasion? What about those campaigns where online ad awareness decreases? What does this decrease even mean in practical terms?
Using MarketNorms I aggregated 26 banner campaigns with best increases in memorability, and 26 with highest decreases. Interesting things emerged as findings there. Those campaigns where online ad awareness decreases also had accompanying decreases in brand favorability and purchase intent.
The best performing campaigns had increases in favorability and purchase intent.
This means that if we figure out what a decrease in online ad awareness means, then we can potentially prevent it as it’s detrimental for the brand.
In conclusion, if the message causes people to remember the campaign less after being exposed to it, that’s not good for the brand and ought to be avoided. In creating ads, the client needs to appropriate the ads for the industry, and more technically, to avoid having the ads cause a decrease in brand awareness. Our task here at Dynamic Logic is to figure out what the decrease means, and we’re presently working on it.
Ogi spends his free time reading everything he can get his hands on, going to the gym, and discovering good restaurants around NYC.
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