As hundreds of traditional media folks get together this week at the AAAA Media Conference in New Orleans, the subject of clutter will undoubtedly come up in quite a few discussions, as it has in all
years past. Clutter is a huge problem for all media, has been for years, and online is no exception.
The good news is that there is a way to stand out in the crowd – Sponsorships – and today
Dynamic Logic offered numeric proof that online marketing campaigns with sponsorship elements outperform those with only standard messaging units.
Dynamic Logic says that based on their analysis
of nearly 750 online ad campaigns, consumers are increasingly able to connect the sponsorships with the appropriate brand online, and those connections have positive impacts on other brand metrics.
The Sponsorship Association metric shows a higher point increase – 12.4 - than any other metric indicating that connections are being established between brands and the sponsored events.
Notably,
sponsorships are most useful in lifting brand favorability, which is typically an extremely hard metric to move, Dynamic Logic found. According to the data, brand favorability increased from 2.4
points using standard online ad units only to 3.6 points with sponsorship components. Also, brand awareness increased from 3.8 to 5.2 points. Least impacted by sponsorship components was purchase
intent, which went up from 2.4 to 2.5.
It’s not like poor standardized banner needed another kick in the teeth, but there you have it.
On a side note, Dana Blankenhorn, who's covering the AAAA
conference for our MediaDailyNews this week, is telling me that the Cross-Media study presentations that ran earlier this week at DoubleClick Insight are playing an encore to packed houses in New
Orleans. Looks like traditional advertisers are truly paying attention. We'll keep you posted.