Monday, January 22, 2007

Online Video Ads: How to

Lost Remote summarizes a study by Dynamic Logic on how to make effective online ads.

From Lost Remote:

1. "Still delivered a compelling message with the sound off
2. Made the brand central to the creative (straightfoward)
3. Offered links to additional information online
4. Made use of the companion display ad while playing
5. Fit with existing offline ad campaigns"

From Advertising Age:

"It seems intuitive, but there's a huge difference in effectiveness depending on the ad, the web-research firm reports. The top-performing ads can lead to a 37.8% lift in ad awareness while the bottom-performing ads barely registered any increase. And creating that online-ad awareness is the first step to moving the needle on other kinds of metrics, including message association, brand favorability and purchase intent."

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