How Rich-Media Video Technology Boosts Branding Goals: Different Online Advertising Formats Drive Different Brand-Performance Metrics
Leah Spalding and Sally ColeGoogle, Inc.
Amy FayerDynamic Logic
INTRODUCTION
The flexibility of the online medium has led to a wide range of advertising format choices for advertisers, including static image formats (e.g., GIF and JPG formats), “simple” animated Flash formats without interaction capabilities (e.g., .swf formats), and rich-media formats that can include expandable, floating, video, and other interactive features. This range of formats, combined with readily available online measurement opportunities, means that advertisers can make informed choices about advertising formats...