Google Study: Rich-Media-with-Video Formats Drive Online Efficacy

Geoffrey Precourt reports on a research presentation from Google and Dynamic Logic unveiled at the Advertising Research Foundation's Audience Measurement 4.0 conference that explores the effectiveness of different types of online advertising (rich media vs.

Google Study: Rich-Media-with-Video Formats Drive Online Efficacy

Geoffrey PrecourtWARC

As digital technology has evolved so quickly and completely, marketers who seek to move the Internet in the direction of branding must contend with a variety of options. Among their choices is pure technique: What best engages consumers to move beyond simple browsing into transaction.

In a presentation entitled "Rich-Media Video Ads Boost Branding Goals" at the Advertising Research Foundation's Audience Measurement 4.0 assembly, Leah Spalding and Sally Cole, advertising intelligence manager and marketing manager, respectively, at Google, Inc., joined Amy Fayer from Dynamic Logic in a discussion of how...

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