Maximizing brand lift with online advertising: Understanding the interplay of ad units, engagement and environment

Lesle Litton, Jake Raroque and Michele Madansky

This paper from VideoEgg, a digital advertising specialist, looks at consumer interaction with online ad units, arguing that the more a brand can engage consumers, the more effective the ad.

Maximizing brand lift with online advertising: Understanding the interplay of ad units, engagement and environment

Lesle Litton,Jake RaroquecomScoreMichele MadanskyVideoEgg

Background

Digital campaigns have proven to be effective at communicating brand messages and having an impact on behavior at all stages in the purchase funnel. VideoEgg, a company that has long been committed to creating and delivering advertising that respects user experience and delivers high quality engagement, set out to better understand the value of engagement and its impact on brand lift. This study is focused on understanding consumer interaction with ad units to support the belief...

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