International Business Environments and Operations 16th Global Edition test b...
Building Brands Online Size Matters
1.
2. Background and Methodology
• Three new online display formats
• Billboard* (970 x 250)
• Wall Paper* (custom)
• Half page (300 x 600)
• Three established online display formats
• MPU (300 x 250)
• Banner (728 x 90)
• Skyscraper (160 x 600)
• Retrospective analysis of global campaigns in 2010 &
2011 using Dynamic Logic MarketNorms® data
* Exposure to these formats not always mutually exclusive due to sample sizes
3. Background and Methodology
• Performance of formats across five key brand
metrics
• Aided Brand Awareness
• Online Ad Awareness Sales
Funnel
• Message Association
• Brand Favourability
• Purchase Intent
• Based on
• 910,762 respondents from 15 countries including
UK, USA, Europe, South America and Australasia
• 940 campaigns measured
• 18,724 unique combinations of creative and website use
4. Average uplifts of exposed (vs control)
groups
Exposed Group Percentage Points uplift between
Did they see the advertising campaign?
Control & Exposed Groups
+ 10%
YES Both
35%
groups 30%
25%
complete 20%
15%
survey 10%
5%
about 0%
Control Group attitudes to
brand and
advertising
NO campaign
5. Formats analysed
Billboard Banner
Skyscraper
MPU
Wall Paper
Half Page
16. Wallpaper shows the greatest uplift in
Brand Awareness
Uplift amongst those exposed to…
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
Aided Brand Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: Have you heard of the following brand?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
17. Billboard dramatically out performs all
formats for Ad Awareness
Uplift amongst those exposed to…
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Online Ad Awareness
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: Have you seen the following brand advertised online in the past 30 days?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
18. Wallpaper offers greatest uplifts in
Message Association
Uplift amongst those exposed to…
6%
5%
4%
3%
2%
1%
0%
Message Association
Wallpaper Half Page MPU Skyscraper Banner
Q: Which of the following brands, if any, uses the following message in its advertising?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB
UK, insufficient sample size to break out results for Billboard
19. Billboard most positive in driving Brand
Favourability
Uplift amongst those exposed to…
3%
3%
2%
2%
1%
1%
0%
-1%
-1%
-2%
-2%
Brand Favorability
Billboard Wallpaper Half Page MPU Skyscraper Banner
Q: How would you describe your overall opinion of the following brand?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK
20. Skyscraper (followed by Wallpaper) best
for Purchase Intent
Uplift amongst those exposed to…
2.0%
1.5%
1.0%
0.5%
0.0%
-0.5%
-1.0%
-1.5%
-2.0%
Purchase Intent
Wallpaper Half Page MPU Skyscraper Banner
Q: How likely are you to purchase the following brand?
Source: Dynamic Logic Global analysis of 770 campaigns for IAB
UK, insufficient sample size to break out results for Billboard
21. The best performing formats
Brand metric Best Uplift of Next best Average uplift of
performing best performing traditional
format format format formats
Aided Brand Awareness Wallpaper 2.1% 1.6% 1.1%
Online Ad Awareness Billboard 16.6% 5.2% 1.8%
Message Association Wallpaper 5.2% 1.0% 0.7%
Brand Favorability Billboard 2.5% 1.3% 0.7%
Purchase Intent Skyscraper 1.4% 1.1% 0.7%
22. Summary
• Global analysis of 940 campaigns
• New larger display formats out-perform existing
formats across four key brand metrics
• Billboards offer three times better Ad Awareness levels
and double the level of Brand Favourability uplift than
next best performing format
• Wallpaper offers five times the level of Message
Association than the next best format and the highest
levels of Brand Awareness
23. Recommendations
• Larger formats perform particularly well at the start of the
purchase funnel – campaigns should be planned accordingly
• Creative needs to be considered carefully when using
wallpaper and home page take over ads as these can have a
polarising effect on users
• When driving awareness (e.g. for new brands) new larger
formats can play an invaluable role