Beyond the Click

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As investment in digital marketing continues to grow, so does the need to
better understand the potential impact each creative execution will deliver,
prior to in-market deployment

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Beyond the Click

  1. 1. Dynamic Logic: Beyond the Click ® Online Creative Benchmarks: Ensure Creative Executions Stack Up Against Industry Norms As investment in digital marketing continues to grow, so does the need to better understand the potential impact each creative execution will deliver, prior to in-market deployment. Born out of a proven and validated Millward Brown The data in the chart shows the average index score by framework, Dynamic Logics copy-testing solution Link™ for industry for two important creative evaluation metrics, Digital gives advertisers foresight into how ads will perform Stopping Power and Persuasion. When looking across the against branding objectives in the online space. total database for each metric, its clear how much online advertising differs by industry in terms of its potential to Dynamic Logic has evaluated over 800 online ads across grab attention or persuade a consumer. The variation within 173 campaigns to gauge a creatives potential impact, this data suggests that online ad performance varies greatly resulting in normative benchmarks for over 30 measures depending on what is being purchased and further ranging from awareness to message communication and reinforces the need for industry-specific comparisons. persuasion. Furthermore, industry-specific performance comparisons — now available for CPG, Financial Services, Case in point: Dynamic Logics norms reveal that ads for Technology, and Travel with Pharmaceutical and Financial Service, a high-consideration category by nature, Restaurant to follow this year — allow for more meaningful tend to fall below the overall norm. When evaluating a insights and actionable recommendations. banking ad, for example, the results may not look promising against the overall database. However, when comparing Online Copy-Testing Norms by Industry within the vertical, the ad may in fact be on par with or even Stopping Power Persuasion outperforming the average for financial products and 60 Stopping services. Its often more challenging to visually ...................................................................................................................................... 50 Power Norm communicate the benefits of a financial brand versus more enticing categories like technology, beauty or food Average Index Score 40 products. Therefore, the reliance of an engaging creative 30 format such as rich media or video becomes increasingly 20 ...................................................................................................................................... Persuasion Norm important. 10 0 Although Travel is a category that may offer the allure of CPG Financial Services Technology Travel exciting destinations and vacations, digital advertising for Source: Dynamic Logic’s Link™ for Digital Norms; November 2010 travel brands has historically had a harder time persuading consumers as evidenced by the below-norm performance.November 2010
  2. 2. Dynamic Logic: Beyond the Click ® 2Stopping Power, however, is on par with the overall norm About MarketNorms®suggesting that travel ads are catching attention but often Advertisers, publishers and agencies use MarketNorms to understand which aspects of online advertising have the greatest impact on brandcoming up short in terms of persuasion. Travel, like lift. Dynamic Logic’s MarketNorms database of over 6,000 campaignsFinancial Service, is a high-consideration category; across more than a dozen industries has branding lift metrics, ad andconvincing consumers to take action is more difficult when brand attributes, environmental/site data, audience data and othercompared to CPG products that are lower cost and campaign information collected in over 8.2 million surveys.purchased more frequently. As we know, a majority of www.marketnorms.comhigh-consideration categories have suffered in recentyears from the recession and its effects. In some cases, About Beyond the Click® Since 1999, Dynamic Logics Beyond the Click® newsletter has providedTechnology may be the exception to this rule; advertising marketers with actionable insights on the branding impact of digitalfor technology brands still shows above-average scores. advertising. Based on research from MarketNorms®, our normativeWhile tech products can also have high price points, database of over 6,000 online campaigns, as well as experiencepersuasion may come easier to these often measuring the effectiveness of mobile, video, social media and otherhighly-aspirational brands. emerging platforms, Beyond the Click continues to be the leading source for the latest trends, opportunities and best practices for navigating the digital landscape and beyond.When making decisions about digital advertising,benchmarking against industry norms helps shed light on Dynamic Logic, A Millward Brown Companythe particular areas where the ad is either succeeding or +1 800 245 2455failing before the campaign launches. This ability to put an www.dynamiclogic.comad in perspective has led to more and more advertisersasking about the importance and validity of pre-testingdigital creative, and its correlation to in-market results.Through 46 cases where Link™ results have beencompared to AdIndex® in-market performance, DynamicLogic is developing new and unique models to predictin-market success based on varying campaign objectives.These findings will be publicly launched in early 2011, butto learn more about our latest validation work now contactmarketing@dynamiclogic.com.Rachelle Vangene is a Senior Research Executive atDynamic Logic in San Francisco. ©2010 Dynamic Logic, A Millward Brown Company

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