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

Geoffrey Precourt

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 data about ad-format efficiency can drive digital executions.

They concluded from their research that, although a variety of online ad formats work to drive aided brand awareness, rich media with video works most effectively at the task.