• by Gavin O'Malley  @mp_gavin, March 31, 2010

Despite all their fancy Flash graphics and creative investment, less than 1 in 10 consumers are at all impacted after visiting a branded microsite, according to new research from Dynamic Logic. On average, the firm found that microsites impact 7.8% of site visitors with respect to conveying "key brand messages." In other words, after visiting a microsite, 7.8% of people become aware of a campaign's message.

To be fair, that figure is nearly double the percentage of consumers who are impacted by typical online display and video ads, according to Dynamic Logic.

"This may be a result of the microsites' audience, which tends to be comprised of people with a greater affinity toward the brand who may respond more strongly to the brand's messaging," it admits. "However, it is likely more related to the experience people have on the microsite, which is much more immersive, interactive, and engaging than simply being shown a display or video ad while browsing online."

Microsites do tend to attract consumers who have a greater pre-existing familiarity and affinity toward the host brand -- which is not a bad thing, according to Dynamic Logic.

"Attracting such an audience is generally desirable, since microsites -- although also used to attract new consumers -- are often built to deepen relationships and loyalty with current brand users."

What's more, the larger attitudinal impact that microsites generate compared to display and video ads, despite starting at higher baselines, is a further testament to microsites' strength in a media plan, reasons Dynamic Logic.

As the research firm notes, its analysis does not account for audience reach or costs.

"While microsites tend to have a larger brand impact than display or video ads, the reach of these sites is notably smaller," it writes. What's more: "In terms of costs, an effective microsite requires a decent investment towards production of the site as well as media for traffic drivers."

Most research does support the notion that "digital interactions" have an impact on consumers' buying decisions.

Late last year, a Razorfish survey of 1,000 "connected consumers," found that 64% made their first purchase from a company as a result of such an interaction -- be it a Web site, microsite, mobile coupon or email. What's more, nearly all respondents -- 97% -- said a digital brand experience had influenced whether they went on to buy a product or service from that marketer.