Lotame’s CEO, Andy Monfried, discuses online advertising and measurement in DigiDay: Daily. Monfried shares that “It’s high time the industry — and this means marketers and agencies in particular — move past the click and look at some metrics that actually prove display’s power. That means display ads have a branding value on their own, just like a print ad and out-of-home placement.” Read an excerpt below, or read the full post here.
Consider KN Dimestore and Lotame found a significant lift in intent to recommend a product after users saw a display ad for that product. In the study, KN Dimestore polled consumers who were exposed and not exposed to several display campaigns. The end result was a 24-percent lift in likelihood to recommend from the group that had seen the ad.
All of the ads studied were either expandable rich media units or flash banners; none were static banners. Overall, rich media achieved a 34.4-percent lift in likelihood to recommend, with entertainment campaigns performing the highest. We’re all familiar with online ads for movies and TV shows where consumers can expand the unit to watch a preview. What we now know, based on these findings, is that consumers don’t have to click on the unit or even watch a video until the end for that ad to be effective. Just seeing that ad works on a branding level and gets them to share their enthusiasm for a brand.
