Print ads preferred by consumers, research reveals June 13, 2008
Posted by Mark Blei in : Uncategorized , add a commentLONDON – Newspaper and magazine ads generate more positive feedback from consumers than rival media, according to new research.
The research, undertaken by Dynamic Logic, claims that more than half of those surveyed view magazine and newspaper ads positively, ahead of outdoor, TV and cinema ads.
Newspaper ads topped the survey, with 53% viewing them positively, ahead of magazines ads ( 51%) and outdoor (50%), while ads on mobile devices and telemarketing ads came bottom of the survey, with just 7% and 6% respectively viewing them positively.
Christina Goodman, director of global marketing and business development at Dynamic Logic, said: “More interruptive or intrusive formats, such as telemarketing and spam, are towards the bottom of the list in terms of consumer appeal.
“What is surprising is the breadth of feelings about different advertising formats. This research shows there is a significant difference between how consumers feel about mobile ads (70% negative) versus newspaper ads (9% negative).”
The research involved more than 350 UK respondents.
Ads On Social Networking Sites Could Present New Opportunities And Challenges For Brands January 17, 2008
Posted by Mark Blei in : Uncategorized , add a comment| Ads On Social Networking Sites Could Present New Opportunities And Challenges For Brands |
| by Christina Goodman, Thursday, Jan 17, 2008 8:00 AM ET |
| NEW RESEARCH BASED ON DYNAMIC Logic’s AdReaction 2007 study, which measures consumer perceptions of various forms of advertising, suggests that social networking websites present a unique platform where brands can connect with consumers. While it is no surprise that most people, if asked, will say they prefer less or no advertising to more, there seems to be a certain degree of optimism about ads on social networking sites, according to this recent survey, yet not without special considerations. User outcry against Facebook’s recently announced Beacon advertising platform due to privacy concerns suggests that consumers may be open to ads on social networking sites, but not at the risk of an increased loss of privacy. When asked how people feel about seeing advertising on social networking sites, like MySpace, Facebook or LinkedIn, 71% of people who have visited these types of sites said that they didn’t necessarily “enjoy seeing the ads on social networking sites,” but that “the ads did not bother them.” Several themes emerged when we probed people who liked or disliked the social networking sites’ ads. Those who enjoyed seeing ads said it was because they found the ads to be “relevant,” “entertaining and colorful,” “keeping [them] in the know,” and were “informative.” “They are creative and build upon the community atmosphere,” said one person. On the flip side, reasons why people dislike the ads on social networking sites are not so different from why people might say they don’t like TV or radio ads or ads on other media platforms. They found the ads to be intrusive and annoying, and the number of ads seemed to be off-putting to some. “It’s my choice,” answered one respondent. “I’m in control and I’ll leave quickly if the ads annoy me.” That certainly holds true with the themes emerging in all media. People don’t want to be interrupted, particularly in an environment like social networking sites where they go to connect with and talk to friends. There is an opportunity for brands and social networking sites to engage in a dialogue with consumers, where the brand and message is relevant and does not interrupt the conversation and community spirit of the sites. If advertisers want to take advantage of this opportunity, it is imperative that they view social networking sites as a place where dialogue between friends is hosted, and understand the difference from other web sites. Advertisers will need to be extra cautious not to interrupt the flow of dialogue and find the optimal moment when they can deliver their message without intruding. According to George Pappachen, Director of Privacy & Public Policy for Safecount, a newly formed digital survey recruitment and data collection company dedicated to improving transparency for consumers, publishers and researchers, “The social site audience is vocal about their likes and even more so, their dislikes, so advertisers need to be thinking about permission-based engagement with this audience. A perceived violation of trust, whether in the use of certain types of consumer data or in the ad execution model, carries high risk for brands and social sites alike.” His words of advice to brands: “Proceed with a bit of caution and understand the audience.” While there are certain risks in all types of advertising, the door seems to be open for advertisers to tap into the huge reach of social networking sites. Now comes the challenge of finding the balance. Goodman is Director of Global Marketing & Business Development in the London office of Dynamic Logic – A Millward Brown Company. She has been involved in the IAB research Council in both the US and the UK. Previously she worked in marketing research at The Wall Street Journal and started out working in politics in Washington, DC. |
Viral Videos Ads: No Marketing Panacea November 13, 2007
Posted by Mark Blei in : Uncategorized , add a commentby Christina Goodman, Monday, Nov 12, 2007 12:15 PM ET IT’S NO WONDER VIRAL VIDEO advertising is being talked about. The lure of creating mass-market, high-impact communications without incurring the cost of media space is very enticing. The ability to reach the elusive and hard to influence audiences combined with the potential for creating positive brand fame is an attractive mix. However, the reality is that viral video ads will be able to offer only a handful of marketers the positive end results and rewards they seek. Most brands will be better off directing their energy and efforts into optimizing conventional targeting methods within paid-for media. When it comes to viral video ads, it seems that many within the industry may also agree. Earlier this year, a Dynamic Logic study among MediaPost readers revealed that most people thought viral marketing to be a fad and not a viable option for all marketers. In fact, when asked to rate it on a continuum from “fad” to “mainstream,” half rated it as more of a fad than a widely usable marketing tactic, and only about a quarter (24%) felt that viral was something that any marketer could create. Despite such little insider confidence in the future application of viral advertising, there is still increasing interest in creating viral campaigns. In this age where consumers have more and more choices, content and advertising are being controlled by what consumers want, how and when they want it, forcing marketers to rethink their old ways of communication. In some respects, viral advertising is a way of reaching consumers that gives them ultimate creation and viewing control — including the media platform they choose to watch it on, whether it is viewed on the Internet, or using their iPod or mobile device. Shifting focus and control to the consumer does not guarantee a promising outcome, particularly where viral videos are concerned, and marketers need to consider both the positives and negatives of launching a viral marketing campaign. Viral ads may not always end up enhancing the brand image carefully conceived and desired by the marketer. Viewers may find the video entertaining and funny, but may not recall the message or product associated with the video. In some viral video ads, the content may involve a brand or a product with an undesirable message that may negatively impact the brand image. That said, surrendering brand control is, to some degree, an inevitable part of advertising in the future. In a recent Millward Brown study where 32 different viral video ads were tested among 3,000 people, the results suggest that there is a strong correlation between ad enjoyment and endorsing it to friends. However, enjoyment alone was not enough to ensure the ad would be passed along. Now that certainly makes a successful viral campaign even trickier. So what are the keys to a successful viral video? According to this research, viral ads need LEGS, a convenient acronym that means viral ads have to have a Laugh out loud quality, Edgy content, must Grip your attention and most often have some Sexual content. Given that few campaigns (viral or otherwise) have LEGS, few will be able to create a successful viral campaign as Dove did with Evolution, and in most cases the reach is low. It comes back to the bottom line — a question of opportunity, cost, and return on investment.
Dynamic Logic uncovers the top performing online campaigns and shares what they have in common August 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentLessons on achieving branding goals
Dynamic Logic uncovers the top performing online campaigns and shares what they have in common.
Dynamic Logic recently announced the most effective online advertising campaigns, based on research that evaluated how well each campaign achieved its branding objectives. Reviewing the campaigns measured in the United States during 2006, we determined the top overall campaigns, which successfully generated the greatest branding impact.
Top U.S. campaigns
The top campaigns were led by CPG products, including four Kraft campaigns: Oreo, Honey Bunches of Oats, Kraft Singles and Crystal Light On-the-Go. Other brands that also achieved high scores- To Read the rest of this iMedia article about Dynamic Logic Please click HERE
