Scott Gendelman writes about Online Video April 30, 2010
Posted by Mark Blei in : Uncategorized , 2commentss society has dictated since the introduction of broadcast TV in 1946, us Americans love TV. We love our sports, soaps, dramas, cops/detectives, celebrity cooks, history, weather, news, movies, and reality shows so much, we actually found other media vehicles to watch them in instances when we’re apart from our beloved TV sets.
In fact, we often kid around and say “What would we do without TV?” Interestingly, there are countless answers to this question (input your other favorite things to do here).
Today, we (consumers) love watching our favorite content on the web, and our mobile devices. The convenience (despite the teeny tiny screens) cannot be ignored and is simply a huge part of our everyday lives nowadays. It’s completely normal to now see a train full of commuters heads-down with their mobile device browsing, watching, reading, listening, laughing and steering (insert your favorite racing game here) to pass time on their way home to their next favorite screen (and to their friends & family of course).
As this trend/way-of-life swells (see the below eMarketer stat), so too will the advertising opportunities. To allow our favorite content providers to scale their businesses and continue to provide us with mindless entertainment on-the-go, they need money! Enter the dragon….or the advertisers ! We’ll continue to see more and more advertisements embedded within our favorite content. Great for some, and annoying for others. Nonetheless, it’s what will fuel the content we love so much.
As an advertiser, the online video landscape provides a unique, well-targeted, scalable, and measurable media format to deliver an ad/message with much greater consumer engagement (vs other online ad formats). At Dynamic Logic, we’ve seen a surge of video ad units as part of our clients’ media strategy. With that comes the want and need to understand how exposure and interaction with online video ad units (vs other online ad formats) impact brand measures (and other online behaviors thru our partnership with Compete).
If you’re planning to include online video ad units to your campaigns, feel free to connect with me anytime to discuss. We have some interesting norms to share, and I’d be happy to learn more about your objectives and ultimately help develop a measurement strategy that will specifically address the objectives and challenges faced.
Scott Gendelman
Dynamic Logic
312.577.4066
Scott Gendelman and his wife Lauren
Spring is in the air! Alissa Coronna’s clients are warming up to digital. April 20, 2010
Posted by dynamiclogicbeaty in : Staff posts, Uncategorized , add a commentThere’s a buzz in the air lately here in the Chicago office. As a freeze baby I’d like to attribute it to the abnormally warm spring temperatures and the start of baseball season, but more accurately our offices are buzzing with the influx of business this year. Like all companies last year, we felt the effects of the economy’s downward spiral and as a result, the effects of our clients tightening their advertising budgets.
Now that budgets have opened up a bit in 2010, repeat clients are finding value in adding on solutions from our DLConnects™ suite and smaller advertisers and agencies are learning that they too can budget for online advertising effectiveness testing. The economy last year forced many companies to reevaluate how they allocated their advertising dollars and many looked to the affordable nature of digital advertising. This year, those companies are looking to find ways to test their digital efforts.
While business here in the United States continues to grow, I won’t be surprised if our offices around the world also start buzzing with demand. Globally, the utilization of the online space is becoming more popular. A quick search in Google Insights demonstrates the diverse global interest of digital advertising as South Africa, India, Malaysia and Singapore show the most searches for “online advertising”. In January 2010, all four of these growing countries exhibited an increase (some quite drastic) in their interest in the online space. DL offices abroad, get ready!
Alissa Coronna is an Account Manager at Dynamic Logic. In her spare time she likes to travel, read, watch movies and seek out the latest restaurants in Chicago.
Danny Wysocki talks about coming to terms with not being a psychic in evaluating creative effectiveness April 5, 2010
Posted by Mark Blei in : Staff posts , add a commentMy name is Danny Wysocki and I am a researcher in the Chicago office of Dynamic Logic. I have been working here for the past two years. It’s a great experience and I’ve learned a lot of innovative ways to measure advertising effectives both on and offline but more importantly, I’ve learned something about myself… I’m psychic.
Not Danny Wysocki
Or so I thought. After looking at hundreds of ads and evaluating them, I was convinced that I could take one look at an ad and immediately determine its success or failure based on what I saw. I considered applying my gift to other things, perhaps moonlighting as a palm reader, but unfortunately most of my “premonitions” were usually the exact opposite of what actually occurred.
Is Danny Wysocki
The point is that this happens with ads all the time. They are designed trying to achieve a certain goal and then never tested to see whether they are likely to achieve it. This is where copy testing comes in. Copy testing can help determine which of the campaign ads are most likely to breakthrough in the online environment, which are the best in terms of branding, what messages are being communicated by each ad and much more. Armed with this information it makes it much easier to make last minute changes to the creative to help improve or even save what would be an under-performing online campaign. Surprisingly enough Dynamic Logic offers a copy testing solution… LinkSelect for Digital. I highly recommend it. It is a lot better than my pseudo psychic ability for determining ad effectiveness.
When I’m not in the office or trying my hand at palm reading (pun intended) I am usually either playing soccer, watching movies, or reading.
