Posts Tagged ‘impact’

Back to the very basic: the banner

September 12, 2008

I received from IIR Middle east 2 banners (1 gif and 1 jpeg) to promote the New Media Event. I don’t think I have ever written something about banners. Few bloggers do. Writing something constructive on the classical banner format might seem almost indecent nowadays. Performance deals represent more than 50% of the american internet revenues and conversational marketing is the only way to go according to the blogosphere.

But according to PriceWaterhouseCoopers: 45% of the total internet revenues are still CPM revenues (US data 2007). A large part of those revenues still come from “classical” banners (read non-rich media)

Of course, the Click-Through Rates are not what they used to be but that’s rather a good news than a bad news for display advertising. So… even if the banner is not hyped up, it’s still out there.

Early august, the dutch website marketingonline.nl published a list of best practice advices released by Microsoft Advertising Netherlands and Metrixlab. The best practice has been determined by impact studies among surfers. The criteria’s to determine the impact were memorization, attention, appreciation and the classical campaign metrics (delta on brand awareness and purchase intent).

Based on that research, here are some best practices I found interesting:

  • bigger formats have more impact
  • Logo and brand receive more attention if they are not permenantly present
  • Avoid multiple loops in your animated banners
  • Banners with people on it score better
  • Interaction possibility influences purchase intent and likeability
  • the “click here”-mention has a negative effect

Is the New Media Event a best practice case? Hmm, not sure but the event will rock!

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Small screen, big opportunity

September 9, 2008

Dynamic Logic and Millward brown already published very interesting studies on the impact of online video advertising… by far the most impactfull online format on the traditional campaign metrics (brand awareness, ad awareness, purchase intent,…). We also know that the pre-roll advertising if they are not too long (less than 20 seconds) are very much accepted by the users.

On august 21st, Dynamic Logic presented the first Mobile advertising impact averages. Surprisingly, the deltas are even better than the video deltas.

 

The sample is still limited (aggregation of 21 impact studies) and mobile advertising benefits from the youth, the innovativity and the scarcity of the format.

Nonetheless, seen this result, you might expect high CPMs and probably high returns on mobile formats.