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.
Joan Chan talks about dealing with numbers February 17, 2010
Posted by Mark Blei in : Uncategorized , add a commentHi, my name is Joan Chan and I’m part of the finance team in NYC. I love dealing with numbers. Organizing everything into an easy to read format just makes me happy. Odd, but quite satisfying.
I started working for Dynamic Logic soon after the acquisition by Millward Brown. Not only was I new to the company with a lot to learn, I also had to become familiar with our parent company’s finance software and people at about the same time. It was a great experience and kept me on my toes. It amazes me how a company can grow as fast as Dynamic Logic has. But I guess it’s not so surprising when we have a lot of great people in this company and I’m glad to be a part of it.
Joining Dynamic Logic has definitely opened my eyes to all the social networks that are available out there. It’s great to see the many ways we can be connected. One thing’s for sure, this type of media is exposing us to a lot more information out there at a much faster pace and it’ll be interesting to see where it leads us in the future.
When I’m not in the office, I like reading, cross-stitching, karaoke, spending time with friends and traveling. Especially cruises to the Caribbean. Believe it or not, my first time on an airplane was to Dominican Republic for one of Dynamic Logic’s annual all-staff meetings. Now I can’t stop traveling.
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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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.
Meet Jemma Toynebee-Smith October 9, 2009
Posted by markblei in : Uncategorized , add a commentHi, I’m Jemma Toynebee-Smith and I’m still the official ‘new girl’ here in London.
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!
Sorry took a vacation day June 30, 2009
Posted by markblei in : Uncategorized , add a commentMore Posts tomorrow!
Google and Dynamic Logic Co-Present Research on Rich Media Ad Effectiveness at ARF June 24, 2009
Posted by Mark Blei in : Uncategorized , add a commentAt the ARF’s Audience Measurement 4.0 yesterday, Amy Fayer from Dynamic Logic co-presented results with Google from a custom MarketNorms study measuring the effectiveness of different ad formats at achieving different branding goals. We have released this white paper for you to download (pdf),
There are already a few articles in which the research has been covered - Video In Rich Media Ads More Likely To Lead Customers To Purchase by MediaPost and WebProNews Google Analyzes Rich Media Ad Effectiveness .
If you have any questions related to this presentation or our capabilities please feel free to call us at 212-844-3728 and tell them you read about it in the Dynamic Logic Blog!
For new readers or readers coming over from our old Blogger site June 23, 2009
Posted by Mark Blei in : Uncategorized , add a commentWe have added a link to allow you to subscribe to our blog daily in newsletter format by going here and filling out the requested information.
Additionally the comment spam is a little thik around these parts . I might miss your comment or it might take a very long time for me to approve it since each needs moderation. If you want to make a comment or draw my attention to a legitimate one please use the comment form in the about us section over here.
Thanks for stopping by. we are working to make this new site a bit better and more functional every day.
Mark Blei
Meet Stefan Sellberg June 23, 2009
Posted by markblei in : Staff posts, Uncategorized , add a commentLast week we began a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
In invite you to meet Stefan Sellberg
“My name is Stefan Sellberg and I’m the Vice President of Client and Market Development at Dynamic Logic. I have been with Dynamic Logic for over 8 years and I’ve really enjoyed watching the industry mature as an Advertising and content delivery mechanism as well as a platform for conducting Research.
A client came to me earlier in the year asking if we could help them measure a campaign leveraging TV, Print, Online and OOH. They were deploying a two pronged creative approach using both brand and topical advertising. The goals and objectives were to understand the following:
- How is each medium working in isolation and what are the synergistic effects of exposure to multiple mediums
- What creative theme (brand vs. topical) is working most efficiently in driving Brand and Persuasion metrics
- What is the ideal media mix and how can I can reallocate media to optimize campaign performance
I recommended using our CrossMedia solution that incorporates a path model and media simulator/optimization tool. This approach would provide the client a good understanding of campaign performance and allow them to adjust GRP, Print insertion dates and online delivery to optimize performance. While I cannot get into specific results due to client confidentiality, I can say the campaign measurement approach was a huge success. The client found the media simulator extremely helpful and has since made recommendations to adjust GPR weigh to optimize performance.
In addition to media and advertising effectiveness measurement, I like spending my spare time golfing, camping, and enjoying life with friends and family in the thousands of restaurant and bars in Manhattan”
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
