New Report Highlights How to Align Ad Format Choice to Branding Goals

For every online display campaign, advertisers must decide what ad formats to use for best results. To help, DoubleClick teamed up with Dynamic Logic to study the impact of ad format selection on branding goals. In the joint report titled "The Brand Value of Rich Media and Video Ads," we compare the branding strengths of four common display advertising formats:

• Image - GIF or JPG ads
• Simple Flash - Ads with a short animation and single click-through link
• Rich Media with Video - Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that also contain video
• Rich Media without Video - Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that do not contain video

The report provides detailed information on how each of these formats impacts aided brand awareness, online ad awareness, message association, brand favorability and purchase intent. For example, study findings show that, on average:

• Rich Media formats are the most successful at driving purchase intent
• Rich Media without Video is unique among the formats in its ability to positively impact all five brand metrics
• Simple Flash is the least effective of the ad formats studied
• For brand favorability, aided brand awareness and purchase intent metrics, Rich Media with Video provides a statistically significant improvement over Simple Flash at a 90% confidence level

The report concludes with a cheat sheet to help guide your ad format decisions and suggests best practices for achieving branding goals.

Download the PDF report here for free, no registration required.

Posted by Sally Cole

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Introducing DoubleClick Display Benchmarks

Advertisers and agencies who work on display ad campaigns often wonder "How do I know if my display ad campaigns are doing well?" and "What credible benchmarks can I use to compare the results on my current campaign?"

Some might rely on past campaign performance metrics while others might compare across multiple campaigns and advertisers within their client roster. All are fine means in the absence of larger, more comprehensive industry benchmarks.

This is why we're particularly pleased to make available DoubleClick benchmarks so that marketers, agencies, and publishers have a reference by which to evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms.

These benchmarks are derived from a robust data set across DART for Advertisers, based on rigorous methodology with input from the Advertising Research Foundation. Benchmarks in this report cover those for 2008 and transect ad format, ad size, and industry vertical. The benchmarks are normalized across hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions.

You can download the report here. More in-depth benchmarks by industry are available exclusively to DoubleClick clients so contact your account manager to discuss further.

If you're interested in learning more you can attend our webinar, "Benchmarking Ahead: IAB Reveals the DoubleClick Benchmarks Report," co-hosted with the Internet Advertising Bureau (IAB) on June 24th at 12pm EST.

Posted by Pamela Eng

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