RT Journal Article
SR Electronic
T1 How Rich-Media Video Technology Boosts Branding Goals
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 285
OP 292
DO 10.2501/S0021849909090497
VO 49
IS 3
A1 Leah Spalding
A1 Sally Cole
A1 Amy Fayer
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/3/285.abstract
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.