Is bigger better? That’s the question a recent Dynamic Logic analysis of MarketNorms data has answered with a resounding no. The researchers found that when it comes to skyscraper ads, there are more
important variables in the effectiveness equation, one being logo placement. As the researchers reported yesterday in their company newsletter, skyscraper units that display the logo at the bottom of
the unit - and consequently "below the fold" - performed below the MarketNorms average in both Awareness and Persuasion metrics. The results were stronger for Skyscraper units that showed the logo at
the top of the unit, which means visitors do not have to scroll down to see the brand in the advertisement. Awareness increases were above average in this scenario. The skyscraper unit performed best
- above the MarketNorms average in both Awareness and Persuasion results - when the brand's logo is displayed at the top AND the bottom of the ad unit. Thus, regardless of how far along the visitor is
in reading the content, the advertisement is branded, thus maximizing the time spent with the consumer.
