Online Advertising Effectiveness Gets Significant Boost from Branded Content July 30, 2008
Posted by Mark Blei in : Uncategorized , add a commentOnline Publishers Association Analysis of Independent Data Shows that Branded Content Sites Consistently Provide Greater Impact than Industry Norms, Portals and Ad Networks NEW YORK, July 30
NEW YORK, July 30 /PRNewswire/ — Across a wide range of advertising metrics, branded content sites outscored Internet industry norms for the Internet 41 out of 43 times according to a new research report released today by the Online Publishers Association (OPA). Additionally, “beyond-the-banner”
forms of online advertising such as video, sponsorships and rich media also outpaced industry norms when placed on branded content sites. The OPA report, "Improving Ad Performance Online: The Impact of Advertising on Branded Content Sites," leverages Dynamic Logic's MarketNorms(R) database, an industry standard for measuring online advertising's effectiveness and branding impact. The OPA study provides an extensive analysis of ad effectiveness scores for branded content sites, as represented by OPA members, compared with those for overall MarketNorms, portals and ad networks. A copy of the report is available at http://www.online-publishers.org. "It's an absolute fact with online advertising: environment matters," said OPA president Pam Horan. "In nearly every category measured, ad effectiveness scores on branded content sites were numerically higher than on the Web in general, on portals or on ad networks. Whether it's the trust they engender or the audiences they attract, branded content sites deliver better advertising results." Branded content sites are particularly effective at improving two of the most difficult metrics to impact: brand favorability and purchase intent. When it comes to brand favorability, branded content sites provide a 29% improvement over average online advertising performance in MarketNorms. For purchase intent, branded content sites provide a 20% improvement. With both measures, there is an even greater bounce among affluent audiences. Branded content sites are 24% more effective than overall MarketNorms at impacting purchase intent among those with household incomes of $75,000 or greater. "Nearly all forms of online media have an important role to play throughout the purchase 'funnel,'" Horan continued. "But branded content sites have a notably greater impact at the points where consumers are establishing brand preference and making purchase decisions. Simply delivering better results is good, but being able to break-through at those critical moments when consumers are making their decisions is a tremendous advantage." When it comes to beyond-the-banner advertising such as video or sponsorships, branded content sites also provide advertising advantages. The OPA analysis shows that video advertising on these sites provides an 82% brand awareness boost over MarketNorms' overall online video advertising averages and a 67% boost for improving brand favorability. Rich media ads on branded content sites provide a 28% brand awareness improvement over MarketNorms. "Branded content sites are doing a particularly effective job of delivering results with developing advertising formats, including video advertising and rich media," Horan continued. "Just as we have seen with offline media, the value of context cannot be underestimated -- a point that is clearly reaffirmed in this study. A sponsorship on a 'name' site delivers the power of that media brand to the advertiser associated with that content." The full report is available at http://www.online-publishers.org, and includes more extensive comparisons. Among the key additional points in the research: -- Sponsorships on branded content sites are 42% more effective than the overall MarketNorms average and 36% more effective than on portals. -- 18-34 year olds are more responsive to ads on branded content sites: they are 33% more likely to form favorable opinions about advertised brands than when viewing ads on portals. -- The overall findings are consistent across advertising categories. For example, consumer packaged goods advertising on branded content sites gets a 26% lift in purchase intent over MarketNorms. MarketNorms data benchmarks online ad campaigns from 3,900+ AdIndex surveys among more than 6 million people, evaluating over 163,000 creatives across more than a dozen industries and hundreds of sites. Dynamic Logic's MarketNorms(R) is a marketing effectiveness database. The results cited have not been adjusted for exposure frequency, demographics, ad size, websites, advertiser industry and other factors that may contribute to brand lift. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns. The data in this report listed under overall MarketNorms refers to the average performance of all online campaigns measured by Dynamic Logic in the last 3 years, including those on branded content sites, portals and ad networks. The data in this release has been tested for statistical significance at a 90% confidence level and is sourced accordingly. About the OPA Founded in June 2001, the Online Publishers Association is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 131.7 million visitors, or 73% percent of the total U.S. Internet audience (Source: comScore Media Metrix, July 2007 combined home/work/university data). For more information, go to http://www.online-publishers.org. SOURCE Online Publishers Association
Visible Measures and Dynamic Logic to Collaborate for Internet Video Ad Benchmarking- Joint Projects to Explore Relationship Between Brand and Behavio June 16, 2008
Posted by Mark Blei in : Uncategorized , add a comment BOSTON, June 16 /PRNewswire/ — Visible Measures, an independent third-party measurement firm for Internet video publishers and advertisers, and Dynamic Logic, the leading digital ad effectiveness research company, today announced that they will jointly work on projects to provide marketers with an unprecedented view into both the branding impact as well as the behavioral impact of online video advertising. The new relationship is built around a shared interest in helping marketers understand how digital video advertising campaigns impact overall brand perception. Many marketers are beginning to recognize the potential of Internet video as a platform for building brands and delivering messages. The medium’s extraordinary popularity with viewers has been fueled by the breadth of available content, the flexibility of the user experience, and the viral nature of video sharing. Research firm eMarketer projects more than 85% of the U.S. Internet population will consume Internet video by 2011, up from roughly 63% in 2006. The last time this kind of viewership growth occurred in a new medium was when the television was introduced in the early 1950s. However, the industry is now exploring how to effectively measure and monetize the medium, and standards for gauging success have yet to be established. “With Dynamic Logic’s extensive background in online ad effectiveness research, they are a natural choice to partner with Visible Measures in our ongoing efforts to determine the true value of Internet video as an advertising medium,” said Brian Shin, Visible Measures’ co-founder and CEO. “We are looking forward to collaborating on projects that will offer our customers the data and insight to make a solid business case for future digital video advertising investments.” “Television has always been seen as a great brand building medium,” said Ken Mallon, Dynamic Logic’s vice president of advertising effectiveness consulting. “We are excited about the synergistic value we can bring in understanding the relationship between brand and behavior for online video.” Earlier today, Visible Measures announced the availability of VisibleCampaign, a technology-enabled service offering designed to provide advertisers and agencies with fundamental campaign success measures like viral reach and audience engagement. By conducting joint research projects, Dynamic Logic and Visible Measures will now offer the market the ability to create an end-to-end view on how viral reach and audience engagement affect the core areas of brand impact including brand recall, perception, and purchase intent. “As our clients continue to expand their investment in brand content and Internet video, we need to be able to determine the impact of this type of content, as well as to capture learning to identify what drives highly engaging experiences,” said Terry Cohen, senior vice president of strategy and analytics at Digitas, a leading digital marketing agency. “We’re looking forward to working with both Dynamic Logic and Visible Measures on measuring the effectiveness of upcoming digital video-focused ad campaigns.” About Dynamic Logic Dynamic Logic (www.dynamiclogic.com) is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex(R) to test and analyze digital advertising, CrossMedia Research(TM) to evaluate multimedia campaigns, MarketNorms(R), a syndicated ad effectiveness planning and benchmarking database, and Link(TM) for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Providence, London, Paris, Frankfurt and Hong Kong. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP. About Visible Measures Visible Measures is the independent third-party measurement firm for Internet video publishers and advertisers. Our patented approach has been designed from the ground up to meet the unique challenges of measuring digital video reach and engagement. By capturing every video interaction by every viewer in every video, we provide organizations with unprecedented visibility into their online video audiences and how they engage with both content assets and advertising placements. Visible Measures is a member of the Interactive Advertising Bureau’s (IAB) Digital Video Committee and the Advertising Research Foundation (ARF). To learn more about Visible Measures, please visit http://www.visiblemeasures.com. Website: http://www.visiblemeasures.com/
Website: http://www.dynamiclogic.com/
Can an old dog do new tricks ? When U is first Advertising software to get Truste Stamp of Approval February 15, 2007
Posted by Mark Blei in : Uncategorized , add a commentWhenU Save products awarded certification as safe and consumer-controlled downloadable software; TRUSTe download guidelines to set industry standard
NEW YORK – February 15, 2007 – Behavioral ad targeting company, WhenU.com, today announced that its Save products are the first “Certified Advertising Software” to be whitelisted by TRUSTe’s Trusted Download Program. TRUSTe, the leading online privacy certification organization, partnered with AOL, Computer Associates, CNET, Microsoft, Verizon, and Yahoo! to establish strict guidelines for downloadable software and a certification program for software applications which meet these guidelines.
The Trusted Download Program offers a whitelist for businesses to direct advertising dollars and partnership opportunities only to safe software requiring informed user consent and control. WhenU’s Save applications became TRUSTe’s first Certified Advertising Software after demonstrating an ongoing commitment to industry best practices.
“WhenU continues to be one of the strongest industry proponents of consumer control and download transparency,” said Bill Day, CEO of WhenU. “With the increasing popularity of downloadable software and advertising supported software and services, it is essential to establish industry guidelines to protect consumers, publishers and advertisers and enable then to make smart decisions about whom to do business with. It’s a historic moment as there is now a definitive certification process to guide the regulation of downloadable software.”
The lack of a third party certification program in the past has led to considerable variance in business practices and consumer confusion in the downloadable software space. As part of its mission, the Trusted Download Program will identify and elevate trustworthy applications and, in doing so, enable online advertisers to protect valued brands.
