I thought you might find this article from Radio Sales Today, espousing the use of Online Video to increase Brand Awarenesss and Online Ad Awarness interesting.  We have a number of Wizard Partners that can give you more insight on its pros and cons. 

You'll find some of them at our next  Wizards on the Road seminar in  Richmond, Virginia -- September 23 & 24, 2009.  Why don't you join us?

jane

Online Video Increasing

The Center For Media Research released findings that online video increases
advertising effectiveness.

Research released by Dynamic Logic reveals that ads integrated into the content of the
page are the most effective in driving online ad awareness and purchase intent.
Based on 2,390 online display campaigns that took place over the past three years, the
study found that half-banners and rectangles were more effective than ads that frame
the page such as leaderboards and skyscrapers.

The study went on to show rich media created the strongest brand impact.

Change in Brand Impact by Type of Format (% Delta vs. Fixed Frequency Level=1)
Delta Performance by Ad Format   (* = No Significant Effect)

Brand Measurement            Rich media w video    Rich Media w/o Video      Simple Flash
Aided brand awareness                 1.9                                    0.9                                 0.4
Online ad awareness                     2.6                                    2.1                                 2.2
Message association                      *                                       0.7                                 1.0
Brand favorability                           2.3                                    0.5                                   *
Purchase intent                              1.2                                    0.5                                   *

Source: Dynamic Logic MarketNorms, July 2009 (Numbers are % impact change vs. exposed control)

Included in the report, Dynamic Logic offers some guidelines for advertisers and agencies based on the findings:

• Try delivering a Rich Media with Video ad as the first ad exposure to addressable online audience.
• On a tight budget, select less expensive formats and consider frequency capping to extend reach.
• Factor media fees and rich media fees in together and optimize the most effective formats.
• For message association goals, consider adding the message to every frame of the ad for best results.
• For every branding goal studied, a different rich media format was better than Simple Flash at getting results.

(Source: The Center For Media Research, 09/01/09. Links: www.sears.com; www.arrivelounge.com)
 

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