Ken Mallon, Dynamic Logic's SVP of Custom Solutions, commented: "We continue to believe that creative quality is the most important factor driving the success of online advertising... (but) based on the current data, bigger doesn't always mean better, but these new ad formats are quite unique..."

The research also revealed that ad campaigns using Rich Media with Video created the strongest brand impact (across most branding goals, including aided brand awareness, online ad awareness, brand favorability, and purchase intent) compared to campaigns using Simple Flash and Rich Media without Video formats. The worst performer was Simple Flash, the format used most often by agencies and advertisers, notes the report.

Mallon concludes that "...strategy and consideration of branding goals is often an after-thought in decisions about creative format... "

Included in the report, Dynamic Logic offers some guidelines for advertisers and agencies based on the findings:

• Try delivering a Rich Media with Video ad as the first ad exposure to addressable online audience.
• On a tight budget, select less expensive formats and consider frequency capping to extend reach.
• Factor media fees and rich media fees in together and optimize most effective formats
• For message association goals, consider adding the message to every frame of the ad for best results.
• For every branding goal studied, a different rich media format was better than Simple Flash at getting results.

The Report states that the results cited have not been adjusted for exposure frequency, demographics, ad size, Web sites, advertiser industry and other factors that may contribute to brand lift. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.

For additional information and details about the study, please go here.