DoubleClick, a division of Google Inc and Dynamic Logic, is a provider of digital marketing technology and services. Marketers, publishers and agencies utilize DoubleClick in ad serving, rich media, video, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers; they have released today “The Brand Value of Rich Media and Video Ads” report.
This report is very interesting to read; it’s basically 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. In online advertising, you’re likely to hear goals defined as “branding”, “brand response” or “direct response.” The authors go a level deeper to explore the impact of ad format selection on specific branding goals in the upper and lower purchase funnel. The flexibility of the online medium has led to a wide range of choices for advertisers, including:
- Image (GIF/JPG)
- Simple Flash
- Rich Media with Video
- Rich Media without Video
In the following pages, they’ll explore how advertisers make format decisions today and share tips on how to define branding goals for online campaigns. In addition, they’ll provide new information on how ad formats impact brand metrics, and conclude with a cheat sheet to help guide your ad format decisions for future campaigns.
In short, you’ll learn how to match ad format to branding goal in order to extract the most brand value from an online display advertising campaign.
The authors Sally G. Cole, Leah Spalding, and Amy Fayer say: