For every online display campaign, advertisers must decide what ad formats to use for best results. To help, DoubleClick teamed up with Dynamic Logic to study the impact of ad format selection on branding goals. In the joint report titled “The Brand Value of Rich Media and Video Ads,” we compare the branding strengths of four common display advertising formats:

• Image – GIF or JPG ads
• Simple Flash – Ads with a short animation and single click-through link
• Rich Media with Video - Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that also contain video
• Rich Media without Video – Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that do not contain video

The report provides detailed information on how each of these formats impacts aided brand awareness, online ad awareness, message association, brand favorability and purchase intent. For example, study findings show that, on average:

• Rich Media formats are the most successful at driving purchase intent
• Rich Media without Video is unique among the formats in its ability to positively impact all five brand metrics
• Simple Flash is the least effective of the ad formats studied
• For brand favorability, aided brand awareness and purchase intent metrics, Rich Media with Video provides a statistically significant improvement over Simple Flash at a 90% confidence level

The report concludes with a cheat sheet to help guide your ad format decisions and suggests best practices for achieving branding goals. We hope you enjoy this and it helps you. Please feel free to contact us directly with any questions at 212-844-3700 and tell the person answering the phone that you read about it on our Blog!

I invite you to meet Vincent Blaney

We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on every day.

Hi, my name is Vincent Blaney and I am a Associate Research Director based in the London office, I live in Maida Vale which for those who do not know is just round the corner from Abbey Road and being a big Beatles fan I kinda like that.

Currently I am very interested in the use of online video and approaches to it. It seems to me from being involved in several projects (using video on sites rather than pre-roll) that there is currently a tendency to pick up a TV ad and drop it on the net. As of yet I have not seen this work for the brand and I think there needs to be a development in terms of adapting these ads for the online environment. Video does work but you need to put yourself into the consumers shoes and approach it in the correct way, I am sitting at my PC now listening to Arcade Fire and my exposure to a video unit will be purely visual. Lets make some small but significant changes to improve them e.g. subtle brand logo presence and subtitle text to re-enforce what may otherwise be lost.

I try to enjoy my life outside of work by playing Golf quite badly and often ill-tempered, but also love to travel and see new countries and cities. Music and reading are both passions of mine which I love to relax with and I am currently struggling to learn Spanish which I hope I succeed at because otherwise my Spanish girlfriend may kill me!

If you’re interested in how Dynamic Logic can help your next video campaign perform optimally for you. Or, if you have some golf tips to keep Vincents temper down. I 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!