IABDynamic Logic Ad Unit Effectiveness Study July 2001

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IAB/Dynamic LogicAd Unit Effectiveness
StudyJuly 2001
Presented by Jeffrey Graham, Director, Dynamic
Logic
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(No Transcript)
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What was the brand?
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What was the message?
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Are you likely to purchase this product?
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Did you click on the ad?
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Does that mean that the ad was worthless?
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Online Advertising Value
Branding (Dynamic Logic measures this)
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Direct-response (Click-through measures this)
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Who We Are

• Dynamic Logic, Inc.
• Leading independent online research company
• Offices in New York, San Fran, Chicago, and
  London
• Conducted research for 9 of top 10 advertisers

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Are New Formats More Effective?

• IAB commissioned study in March 2001
• Objective to measure the relative branding
  effectiveness of three different online
  advertising units

Skyscraper
Large Rectangle
Banner
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Study Partners
Advertisers
Publishers
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Study Design

• Control/Exposed methodology In-market test
• Sampling A random sample of respondents was
  recruited from each of the sites in the study.
  Every nth impression led to an invitation.
  Respondents were screened to ensure that the
  cookie tag can be associated with the respondent
• Isolate ad unit size
• Frequency All respondents with multiple
  exposures removed from analysis to prevent
  additional variable affecting the results
• Multiple advertisers, Multiple sites Results not
  skewed towards the performance of a single ad
  campaign or single publisher
• Aggregate results Overall conclusions enable
  learning at the format level
• Statistical significance calculation The test
  used to determine significance is one-tailed test
  to determine the difference between two
  population proportions. Minimum accepted
  significance level is 90
• Sample size 8,750 respondents recruited
• Field dates Respondents recruited from 4/26/01
  6/11/01

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How Does AdIndex Work?
3. Control/Exposed Compared in Live Online Results
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Overall Findings
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Executive Summary

• All four online advertising campaigns increased
  one or more brand metrics.
• The new unit sizes were 3-6 times more effective
  than standard banners in increasing brand
  awareness and message association.
• Overall, increases in purchase intent and brand
  favorability grew with exposure frequency.

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Large Units More Effective in Lifting Aided
Brand Awareness
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Large Units More Effective in Lifting Message
Association
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Exposure Boosts Purchase IntentWhen Frequency
Greater Than One
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Exposure Boosts Brand Favorability When
Frequency Greater Than One
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Conclusions

• New formats break through the clutter
• More space means more prominent advertising
• Size can help, but is only one variable
• Quality of creative
• Relevant targeting and content
• Branding increases with frequency