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!

Radio (29%), magazines (10%) and newspapers (5%) were less popular among tweens, writes DoubleClick SVP of search operations Stuart Larkins.

The research studied the online search and purchase behavior of various demographic segments across 10 product categories. Some 1,000 panelists from eReward’s active members responded to the survey.

Search

• A minimum of 40% of tweens reported using search to gather more info about products/services about which they’d seen an ad.
• Some 78% said they use Google most often; 14% cited Yahoo instead.
• More than a third of tweens said search results have had “extreme impact” on their decision to purchase apparel.

Product Categories

The top product category of interest to tweens is apparel; they report shopping for apparel on average 8.2 times over the previous six months, for electronics 4.5 times, home furnishings 4.4 times.

Among the apparel and electronics categories, the following are the items that tweens primarily recommend or purchase:

• Apparel: Everyday/casual clothes, footwear and accessories
• Electronics: MP3 players, videogaming systems and digital cameras

Search is an integral of the online and offline shopping process, according to DoubleClick. Fore example:

• More than half said they use search to determine where to purchase apparel offline
• 80% typically search for apparel brand names
• Two-thirds use search to find the best price for electronics
• Though 71% of tweens’ home-furnishing purchase take place offline, 52% of those purchases involved search.

Online Behavior

• 87% of those who go online more than three times a day (nearly half of tweens do) spend at a minimum half an hour online each time. Six in 10 visit social-network sites at least once a day.
• Seven in 10 have a social-networking profile, more than 5 in 10 have a profile on MySpace, more than 3 in 10 have a profile on Facebook.
• Less than 4 in 10 reported reading blogs frequently or occasionally.

FOR MORE GREAT MARKETINGCHARTS CONTENT CLICK HERE