Best Campaigns Combine Strong Creative with Effective Media Placement for Optimal Impact
NEW YORK – Dynamic Logic, a Millward Brown company, announces the most effective online U.S. brand advertising campaigns for the second year. The top campaigns overall were compared to U.S. campaigns that were measured by Dynamic Logic last year. Campaigns are listed in alphabetical order by brand:
Brand Advertised: Kenmore Pro
Parent Company: Sears
Research Commissioned by: NBC Universal/Bravo.com
Brand Advertised: Olay Regenerist
Parent Company: Procter & Gamble
Media Agency: MediaVest
Research Commissioned by: Wild Tangent
Brand Advertised: PLAYSKOOL
Parent Company: Hasbro, Inc.
Media Agency: Beyond Interaction
Research Commissioned by: MTV Networks/NickJr.com
Brand Advertised: Samsung Bordeaux LCD TV
Parent Company: Samsung
Research Commissioned by: Yahoo!
Also among the top 10 campaigns, but not shown here, were campaigns produced by GSD&M Idea City and Publicis Modem.
Note: The criteria for inclusion were campaigns measured by Dynamic Logic in 2007 with the highest Online Ad Awareness scores, which were characterized by statistically significant increases at 90% or above. Additionally, the top-ranked campaigns performed in the top 20th percentile compared to other online campaigns within their industry category in either Brand Favorability or Purchase Intent, the two persuasion metrics measured for each campaign.
“It’s an honor to be included with this group of respected brands who are creating successful online brand advertising campaigns,” said Dan Hamilton, Olay Brand Manager, Procter & Gamble. “The power of online is really starting to shine through — these campaigns help to identify and illustrate some guidelines that other marketers may be able to learn from and apply.”
The top campaigns represented several brand verticals, mostly in the CPG & Technology categories. Similar to the top campaigns in last year’s ranking, many of the most noticed campaigns this year utilized some form of video. “We are often asked about what is working best with online video — optimal video length, re-purposed TV ads versus original content created for viewing on the Web, and in-page versus in-stream,” said Ken Mallon, senior vice president of custom solutions, Dynamic Logic. “What we know so far is that the creative concept is more important than tactical elements and the best answer depends on the product, audience and other factors. Thus, it’s important for these variables to be tested in-market.”
Media usage was another key factor in the success of the best campaigns. They were extremely effective at reaching their target audience and communicating with them at the right time by placing media on contextually relevant sites. Other ads ran in areas where site visitors spend a lot of time engaged on the page such as surrounding an online game, as seen in the Olay Regenerist campaign.
“It’s evident that one creative execution may not appeal to everyone. As marketers are leveraging different media channels to reach their target audience, they are also using a combination of online creative formats to convey their message,” said Mallon. “Many of these top campaigns achieved success by combining engaging and interactive creative executions with relevant media placement.”
Each quarter, Dynamic Logic uploads hundreds of AdIndex® studies, which measure online advertising impact, into their MarketNorms® database, an online planning and benchmarking tool. Using MarketNorms, Dynamic Logic identified the most effective online campaigns in terms of online brand performance as compared to all measured U.S. studies last year. The best campaigns were among the most noticed, with their Online Ad Awareness scores ranging from 12-38 percentage-point increases after exposure to online advertising. The ads were also highly persuasive, ranking in the top 20th percentile compared to other online campaigns within their industry category in either Brand Favorability or Purchase Intent.
To see creative examples of the best U.S. online ad campaigns, please visit:
http://www.dynamiclogic.com/na/research/topcampaigns.
About Dynamic Logic
Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex® to test and analyze digital advertising campaigns including online, mobile, and gaming elements; CrossMedia ResearchTM to evaluate multimedia campaigns; MarketNorms®, a syndicated ad effectiveness planning and benchmarking database; and LinkSelect for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Providence, London, Paris, Frankfurt and Hong Kong. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP. www.dynamiclogic.com
