PT  - JOURNAL ARTICLE
AU  - Leah Spalding
AU  - Sally Cole
AU  - Amy Fayer
TI  - How Rich-Media Video Technology Boosts Branding Goals
AID  - 10.2501/S0021849909090497
DP  - 2009 Sep 01
TA  - Journal of Advertising Research
PG  - 285--292
VI  - 49
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/49/3/285.short
4100  - http://www.journalofadvertisingresearch.com/content/49/3/285.full
SO  - J Advert Res2009 Sep 01; 49
AB  - Why use rich media in brand campaigns? More than 4,000 online campaigns in Dynamic Logic's MarketNorms® database were compared to identify the brand impact of those campaigns that used rich media as compared to those that used “simple” Flash and image formats. Delta scores for the campaigns were compared across five branding metrics. Results indicated that campaigns using rich-media formats generally had stronger branding effects compared to campaigns using GIF/JPG and “simple” Flash formats. Campaigns using rich-media advertisements with video features showed the strongest performance. The results suggest new strategies for improving brand campaign performance based on advertising format choice.