TY - JOUR T1 - How Rich-Media Video Technology Boosts Branding Goals JF - Journal of Advertising Research JO - J Advert Res SP - 285 LP - 292 DO - 10.2501/S0021849909090497 VL - 49 IS - 3 AU - Leah Spalding AU - Sally Cole AU - Amy Fayer Y1 - 2009/09/01 UR - http://www.journalofadvertisingresearch.com/content/49/3/285.abstract N2 - 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. ER -