Building Brands Online Size Matters

* Exposure to these formats not always mutually exclusive due to sample sizes

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

Background and Methodology

•Performance of formats across five key brand metrics

• Aided Brand Awareness• Online Ad Awareness• 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

SalesFunnel

Average uplifts of exposed (vs control) groups

Did

the

y se

e th

e ad

vert

isin

g ca

mpa

ign?

YES

NO

Exposed Group

Control Group

Both groupscomplete survey about attitudes to brand and advertising campaign Control Exposed

0%

5%

10%

15%

20%

25%

30%

35%

Percentage Points uplift between Control & Exposed Groups

+ 10%

Formats analysed

Wall Paper

Billboard

Hal

f P

age

MPU

Banner

Sky

scra

per

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Billboard

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Half Page

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Wall Paper

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Results

Aided Brand Awareness0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

Billboard Wallpaper Half Page MPU Skyscraper Banner

Wallpaper shows the greatest uplift in Brand Awareness

Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK

Upl

ift a

mon

gst

tho

se e

xpos

ed t

o…

Q: Have you heard of the following brand?

Online Ad Awareness0%2%4%6%8%

10%12%14%16%18%

Billboard Wallpaper Half Page MPU Skyscraper Banner

Billboard dramatically out performs all formats for Ad Awareness

Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK

Upl

ift a

mon

gst

tho

se e

xpos

ed t

o…

Q: Have you seen the following brand advertised online in the past 30 days?

Message Association0%

1%

2%

3%

4%

5%

6%

Wallpaper Half Page MPU Skyscraper Banner

Wallpaper offers greatest uplifts in Message Association

Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK, insufficient sample size to break out results for Billboard

Upl

ift a

mon

gst

tho

se e

xpos

ed t

o…

Q: Which of the following brands, if any, uses the following message in its advertising?

Brand Favorability-2%

-1%

0%

1%

2%

3%

Billboard Wallpaper Half Page MPU Skyscraper Banner

Billboard most positive in driving Brand Favourability

Source: Dynamic Logic Global analysis of 770 campaigns for IAB UK

Upl

ift a

mon

gst

tho

se e

xpos

ed t

o…

Q: How would you describe your overall opinion of the following brand?

Purchase Intent-2.0%

-1.5%

-1.0%

-0.5%

0.0%

0.5%

1.0%

1.5%

2.0%

Wallpaper Half Page MPU Skyscraper Banner

Skyscraper (followed by Wallpaper) best for Purchase Intent

Upl

ift a

mon

gst

tho

se e

xpos

ed t

o…

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

The best performing formats

Brand metric Best performing format

Uplift of best

format

Next best performing

format

Average uplift of traditional

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%

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

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

Thanks

[email protected]