June 24th, 2009 | Published in Google DoubleClick
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.