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How Rich-Media Video Technology Boosts Branding Goals

Different Online Advertising Formats Drive Different Brand-Performance Metrics

Leah Spalding, Sally Cole, Amy Fayer
DOI: 10.2501/S0021849909090497 Published 1 September 2009
Leah Spalding
Google, Inc.,
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  • For correspondence: lspalding@google.com
Sally Cole
Google, Inc.,
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  • For correspondence: scole@google.com
Amy Fayer
Dynamic Logic,
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  • For correspondence: amyf@dynamiclogic.com
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ABSTRACT

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.

  • © Copyright 2009 The ARF. All rights reserved.

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Vol 49 Issue 3

Journal of Advertising Research: 49 (3)
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How Rich-Media Video Technology Boosts Branding Goals
Leah Spalding, Sally Cole, Amy Fayer
Journal of Advertising Research Sep 2009, 49 (3) 285-292; DOI: 10.2501/S0021849909090497

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How Rich-Media Video Technology Boosts Branding Goals
Leah Spalding, Sally Cole, Amy Fayer
Journal of Advertising Research Sep 2009, 49 (3) 285-292; DOI: 10.2501/S0021849909090497
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