<?xml version="1.0" encoding="UTF-8"?> <rss version="0.92"> <channel><title>Dynamic Logic Inc. Online Research Blog</title><link>http://dynamiclogicblog.com</link> <description></description> <lastBuildDate>Fri, 15 Jul 2011 22:12:09 +0000</lastBuildDate> <docs>http://backend.userland.com/rss092</docs> <language>en</language> <item><title>Jessica Mitidiero adds more heaft to AdAge&#8217;s- Making Online Ads Suck Less</title> <description><![CDATA[My name is Jessica Mitidiero and I am Senior Account Manager for Dynamic Logic in the Chicago office.  An article in AdAge recently caught my attention titled, “Making Online Ads Suck Less in 8 Easy Steps”.   In short, the author John Young explains that marketers should focus on strategy, creative, analytics and the long-view in their digital advertising efforts along with 8 steps to follow.   While I do agree with John’s points and the benefits of testing from a creative perspective, I think his 8 steps are missing a few points commonly overlooked by advertisers, particularly those focused on branding.]]></description><link>http://dynamiclogicblog.com/2010/05/03/jessica-mitidiero-adds-more-heaft-to-adages-making-online-ads-suck-less-i/</link> </item> <item><title>Scott Gendelman writes about Online Video</title> <description><![CDATA[s 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 [...]]]></description><link>http://dynamiclogicblog.com/2010/04/30/scott-gendleman-writes-about-online-video/</link> </item> <item><title>Spring is in the air! Alissa Coronna&#8217;s clients are warming up to digital.</title> <description><![CDATA[There’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 [...]]]></description><link>http://dynamiclogicblog.com/2010/04/20/spring-is-in-the-air-alissa-coronnas-clients-are-warming-up-to-digital/</link> </item> <item><title>Danny Wysocki talks about coming to terms with not being a psychic in evaluating creative effectiveness</title> <description><![CDATA[My 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… [...]]]></description><link>http://dynamiclogicblog.com/2010/04/05/danny-wysocki-talks-about-coming-to-terms-with-not-being-a-psychic-in-evaluating-creative-effectiveness/</link> </item> <item><title>A Research Ode to Jerry Maguire: Help Me Help You By Jayne Hickey</title> <description><![CDATA[The industry has challenged us (research folks) to help connect the dots, to become story tellers, to use our experience and expertise to provide insights instead of hiding behind numbers.  And pardon the slight undertone of the “double-dog dare” here but I re-challenge the industry to embrace our response. I’d hate to use this platform to push more of our products, so I apologize if it sounds that way, as this isn’t my (full) intention.DL has recently launched the Connects™ suite of solutions which is meant to connect (yes, not so subtle, I know) our beloved attitudinal metrics with other metrics that are needed to fully comprehend the impact of a brand’s marketing effort. We have partnered with one of the best in behavioral measurement, Compete, to bridge the gap between the attitudinal and behavioral impact of a campaign. We have partnered with IRI to link campaign performance to offline sales data and most recently we have partnered with Cymfony to broaden our social media capabilities.AdIndex and CrossMedia allow us to tell our clients how their planned media campaign performed, but what about their earned media? The ways in which people are talking about your campaign to peers and their social graph has just as large of an implication and is just as important to understand, if not more. As consumers shift their trust further and further away from advertising and closer and closer toward peer recommendations your brand’s social clout is central. Our partnership with Cymfony allows us to tell a more enriched story of the “well, what else happened and why?” ]]></description><link>http://dynamiclogicblog.com/2010/03/29/a-research-ode-to-jerry-maguire-help-me-help-you-by-jayne-hickey/</link> </item> <item><title>David O&#8217;Brien talks about SafeCount.</title> <description><![CDATA[Hello, my name is David O'Brien, and I have been a project manager with www.Safecount.net for almost two years now.  Being a project manager at SafeCount probably doesn’t mean much to you (especially if you’re on here expecting to learn more about the people behind Dynamic Logic, on a Dynamic Logic blog). Often there is a misconception that SafeCount and Dynamic Logic are the same company.  What you should know is that if you are planning on doing research with Dynamic Logic using AdIndex or AdIndex Mobile (which you should), you will find that a SafeCount project manager will play a vital role in gathering the results you need to present to your clients.Before I go into my background and what I do at SafeCount, let me give you a little bit of info about myself.  When it comes to online media and all things digital I have over ten years experience on the publisher side, and now two years on the research side.  I have worked my way through the dot com bubble, interactive content, and now social media.  As my career evolved, I have watched how online media has evolved.  Since I have kept my finger on the pulse in this medium I am constantly finding myself on various social networks exploring what new and exciting things are out there, and what could be possibly “next”.  So, yes, I am on most social networks, blogging, and twitter.  I recently stumbled upon this social networking site called Vark.com. Vark.com (Aardvark) describes their platform as being, “conceived as the first Social Search engine: a way to find people, not web pages that have specific information.”  So, basically, you and many other people sit on Vark.com and show each other how smart you are by recommending Hungarian restaurants in the west side of Greenwich  Village of New York City or where in Paris you can get your iPhone replaced.  However, I have found that most of the answers come from people who have searched on Google, so you end up with the answers you could have found on Google anyway.Out of curiosity I asked the Vark.com users (I like to call them Varkers) the question, “Does anyone know anything about SafeCount surveys?”To which a random Varker replied, “Its main purpose is to collect addresses for Dynamic Logic.”Are you kidding me?! If a SafeCount project manager’s main purpose were to collect email addresses, we would be the best paid employees on the planet! Alas, Dynamic Logic doesn’t collect email addresses unless you enter into a sweepstakes associated with one of their surveys. Those email addresses are for winner notification only, and are then disposed of.SafeCount has been growing a very powerful panel of people who have opted into receiving request to participate in surveys and who span a wide range of demographics that aren’t always easy to find, and that can be used on their own or to supplement web based intercept recruitment on traditionally difficult targets. So, SafeCount collects email addresses, we just don’t collect them for Dynamic Logic, but rather we collect them for any of our clients who might need a panel or a panel to supplement a web based recruitment project.SafeCount is a digital data collection company.  We do live intercept recruitment for research purposes.  We are a Dynamic Logic spin-off backed by WPP and Kantar. If you are with another research company, ad agency, or brand, reading this blog, we could collect data for you.]]></description><link>http://dynamiclogicblog.com/2010/03/22/david-obrien-talks-about-safecount/</link> </item> <item><title>Madeline Mulero- Keywords that translated to actions will help you build client and team relationships to bring results</title> <description><![CDATA[i my name is Madeline Mulero and I’m a privileged project manager for Safecount’s Puerto Rico office. As a SC project manager I've had the opportunity to understand the real deal behind publisher relations, advertising, data collection, optimization, but most of all how to keep up with all the work. It’s been well known that measuring online advertising represents one of the biggest challenges of all times; mostly because it depends on technological advances and in finding creative ways to be innovative on a regular basis.  Why is this necessary? It is important to understand that part of being able to demonstrate transparency is to bring a formal data collection process and ensure that the data gathered is both defined and accurate and that further decisions based on the arguments in the findings are valid (which also helps on acquiring more and new business).Organizations are well known as machines because of their structure and behavior that tends to be predictable but having to deal with demanding clients like Yahoo and Starcom together it’s been like a roller-coaster, most of all if the team you are working with at the corresponding client is new or adventurous enough. This doesn’t mean that it has to be a total headache or that you have to sacrifice your sleep, it will just require extra-time to organize yourself. There are always new ways and options that will lead you to a reasonable solution for a certain issue and that is the fun part, but what about how to do it?]]></description><link>http://dynamiclogicblog.com/2010/03/22/madeline-mulero-keywords-that-translated-to-actions-will-help-you-build-client-and-team-relationships-to-bring-results/</link> </item> <item><title>Ogi Radić asks-  Can finding out what drives online ad awareness help create better ads?</title> <description><![CDATA[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 ads 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]]></description><link>http://dynamiclogicblog.com/2010/03/03/ogi-radic-askes-can-finding-out-what-drives-online-ad-awareness-help-create-better-ads/</link> </item> <item><title>Lauren Rodas Discusses Recruitment On Video Ad Networks And Caribbean Office Envy</title> <description><![CDATA[My name is Lauren Rodas and I am one of the first Project Managers hired here for the Safecount Puerto Rico team. So far it’s been a little over a year already since our office here in Puerto Rico was created and it’s been great. There are so many interesting events that happen on a day to day basis with being a Project Manager here in Safecount Puerto Rico. It is exciting as a Project Manager to never know what to expect. New things are always happening such as crazy requests from publishers and the different reactions when they see ‘Puerto Rico’ in my signature.]]></description><link>http://dynamiclogicblog.com/2010/03/02/lauren-rodas-discusses-recruitment-on-video-ad-networks-and-caribbean-office-envy/</link> </item> <item><title>Michelle Eule discusses the relationship between click though rates and branding metrics</title> <description><![CDATA[More than ever before, agencies are feeling pressure from advertisers to leverage the “real-time” metrics available in the digital environment to optimize their media plans on the fly.  Certainly, one of the many benefits the medium offers is the myriad of metrics, many of which are available in real-time, and the ability to make quick changes to media delivery.Typically, the metrics used for optimization online are behavioral in nature, such as click-through or interaction rates.  While such metrics give an appropriate indication of performance for campaigns with direct response goals, they are not a good fit for campaigns that have longer-term branding goals.  A study conducted by Dynamic Logic and DoubleClick in 2009 showed only a very weak positive relationship between click though rate and branding metrics.  People may interact with ads for reasons unrelated to the brand message, such as interesting games.  With such a weak correlation between the metrics, using behavioral data to optimize a branding campaign gives, at best, an incomplete picture of campaign performance and, at worst, a deceptive picture that can lead to bad decisions.]]></description><link>http://dynamiclogicblog.com/2010/03/02/michelle-eule-discusses-the-relationship-between-click-though-rates-and-branding-metrics/</link> </item> </channel> </rss>
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