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| Author: | Spalding, L. Cole, S. Fayer, A. |
| Title: | How rich-media video technology boosts branding goals. Different online advertising formats drive different brand-performance metrics |
| Journal: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 285-292 |
| Index terms: | advertising campaigns advertising media planning marketing brand choice |
| Freeterms: | branding Internet advertising |
| Language: | eng |
| Abstract: | It is asked 'Why use rich media in brand campaigns?' Over 4,000 online campaigns (hereafter as: cpgs.) in Dynamic Logic's MarketNorms (Registered trademark) database were compared to identify the brand impact of those cpgs. using rich-media (here as: r-m.) as compared to those using "simple" flash and image formats (here as: s-f-i). Compared were Delta scores for the cpgs. across five branding metrics, and it is indicated that cpgs. using r-m. formats generally had stronger branding effects compared to cpgs. using GIF/JPG and s-f-i. formats. The strongest performance was found in cpgs. using r-m. advertisements with video features. Thus, new strategies are suggested for improving brand campaign performance based on advertising format choice. |
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