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Google Analyzes Rich Media Ad Effectiveness

DoubleClick Puts Together Report for Advertisers

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Google’s DoubleClick is presenting findings from a new study it commissioned with Dynamic Logic,  this afternoon at the ARF Conference. The study, titled, "The Brand Value of Rich Media and Video Ads (pdf)," analyzes image (gif/jpg), simple Flash, and rich media (with and without video) ad formats.

"The study addresses challenges facing advertisers and agencies about which ad format to use, offering data to help them pick the ad formats that best match their branding goals," a representative for Google tells WebProNews. "All of this allows agencies and advertisers to extract the most brand value from their online display advertising campaign."

"This report is for advertisers, and the agencies that support them, who want to make informed decisions about the best ad formats to use for online branding campaigns," says the intro to DoubleClick’s report on the research. "In online advertising, you’re likely to hear goals defined as ‘branding,’ ‘brand response,’ or ‘direct response.’ We go a level deeper to explore he impact of ad format selection on specific branding goals in the upper and lower purchase funnel"

Purchase Funnel

A few highlights from the research include:

- Rich Media formats are the most successful at driving purchase intent

- Rich Media without Video is unique among the formats in its ability to positively impact all five brand metrics (online ad awareness, aided brand awareness, message association, purchase intent, and brand favorability

- Simple Flash is the least effective of the ad formats studied

- For brand favorability, aided brand awareness and purchase intent metrics, Rich Media with Video provides a statistically significant improvement over Simple Flash at a 90% confidence level

While rich media may be the most successful format for purchase intent, only 6% of ad-serving volume last year was made up of rich media. It will be interesting to see what the percentage for 2009 turns out to be. Google has been offering rich media formats with its AdWords Display Ad Builder for a little while now. That is likely going to give the number a bit of a nudge. Yahoo just released a new Display Ads service, but it does not currently support rich media formats.

DoubleClick Figure 1

 Source: AdRelevance, 2008. Impressions by Technology for Simple Flash, GIF/JPG and Rich Media only.

I’m not going to get into every aspect of DoubleClick’s 22-page document, but here are a few interesting graphs that speak louder than words:

DoubleClick Figure 4

Source: Dynamic Logic MarketNorms®, 2008. Fixed frequency level of 1. Campaigns using online display advertising of any format N=547-765

DoubleClick Figure 6

Source: Dynamic Logic MarketNorms®, 2008. Fixed frequency level of 1. Campaigns using Rich Media with Video N=47, Rich Media without Video N=267, GIF/JPG N=50, Simple Flash N=340

DoubleClick Figure 10
Source: Dynamic Logic MarketNorms®, 2008. Figures are deltas (exposed minus control). Fixed frequency level of 1. Campaigns using GIF/JPG N=33, Rich Media with Video N=37, Rich Media without Video N=193, Simple Flash N=262

DoubleClick Figure 11
Source: Dynamic Logic MarketNorms®, 2008. Figures are deltas (exposed minus control). Fixed frequency level of 1. Campaigns using GIF/JPG N=33-52, Rich Media with Video N=37-47, Rich Media without Video N=193-275, Simple Flash N=262-344. *Denotes data points that are statistically significant at a 90% confidence level or higher

DoubleClick Figure 16

Source: Dynamic Logic MarketNorms®, 2008. Fixed frequency level of 1. Campaigns using GIF/JPG N=33-52, Rich Media with Video N=37-47, Rich . Media Non-Video N=193-275, Simple Flash N=262-344

Google Analyzes Rich Media Ad Effectiveness
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  • Tym

    Can someone please define “Rich Media without Video”?

    • Chris Crum

      Perhaps this will help.

    • Sally Cole

      Tym,

      The Rich Media without Video format is defined as “ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that do not contain video.” This definition includes ad units that expand, push-down, peel-back, float or otherwise support user interaction AND that do not contain video content within the unit. The distinction between “with video” and “without video” was very important for this research because, as the findings show, the presence of video content within ad units has a significant impact on branding performance.

      –Sally

  • http://cuttingedgeprojects.co.uk/seo/ nancy

    Ad posting is totally rely on being interesting to the user. People are in habit of posting all text details about the products they are placing in ads. The best way to describe a prodct by ad is to show it with as many images as you can. It cannot grab attention of customer how hard you have been trying to explain your product. So do not waste time in putting text in ads of product with a lot of words. Just show what you want to sale.