How Rich-Media Video Technology Boosts Branding Goals: Different Online Advertising Formats Drive Different Brand-Performance Metrics

Leah Spalding, Sally Cole, and Amy Fayer

Why use rich media in brand campaigns? More than 4,000 online campaigns in Dynamic Logic’s MarketNorms database were compared to identify the brand impact of those campaigns that used rich media as compared to those that used “simple” Flash and image formats.

Imagery & art direction
UX & web design
Digital media effectiveness
Ad lengths & formats
Strategy

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...

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