• by Jack Loechner , Staff Writer @mp_research, September 1, 2009

Research released by Dynamic Logic reveals that ads integrated into the content of the page are the most effective in driving online ad awareness and purchase intent. Based on 2,390 online display campaigns that took place over the past three years, the study found that half banners and rectangles were more effective than ads that frame the page such as leaderboards and skyscrapers.

Ad Formats by Online Ad Awareness
Format	Size	Delta % Impacted (Avg. +3.0)
Rectangle	180x150	4.6
Half banner	234x60	4.4
Medium rectangle	300x250	2.7
Large rectangle	336x280	2.3
Wide skyscraper	160x600	2.0
Leaderboard	728x90	1.9
Skyscraper	120x600	1.9
Half page ad	300x600	1.8
Full banner	486x60	1.6
Button	120x90	- 0.6
Source: Dynamic Logic MarketNorms, Q1 2009 (N=3,806,527, Delta= Exposed control)

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.

Change in Brand Impact by Type of Format (% Delta vs. Fixed Frequency Level=1)
	Delta Performance by Ad Format(* = No Significant Effect)
Brand Measurement	Rich media with video	Rich Media without Video	Simple Flash
Aided brand awareness	1.9	0.9	0.4
Onlline ad awareness	2.6	2.1	2.2
Message association	*	0.7	1.0
Brand favorability	2.3	0.5	*
Purchase intent	1.2	0.5	*
Source: Dynamic Logic MarketNorms, July 2009 (Numbers are % impact change vs. exposed control)

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.