In the times of Oscar Fever, I wanted to talk about an entity, which is equally exciting and I got to know few days ago. Courtesy my wife, Priya, who recently went to Millward Brown conference.
Dynamic Logic (DL) is one of the lesser known services of Millward Brown. DL focuses on ad measuring effectiveness in this ever complex world of online and offline media. You may recall, MB is a leader in Brand Measurement Studies, Brand performance monitoring and marketing accountability.
Dynamic Logic, has three specific products to help the Internet marketer’s brand prerogatives…
1. AdIndex: Test and Analyse digital marketing campaigns
2. Cross Media Research: Evaluate Multimedia Campaign (TV, Print, Internet etc)
3. LinkSelect For Digital: copy-testing solutions.
The best part about DL the cross-media behaviors and the resultant brand impact. As such, there would be very few research agencies, which can put this as specialisation in the service list.
I read a few insights from their book and found them extremely interesting. I would like to share one such report, an extract of Dynamic Logic’s Beyond the Click Study done in April 2008 on the subject of Consumer’s perception of Ad Formats (and across different Medium).
The study found the following ad which respondents rated as the most negative ….
Non-opt-in Emails (46%)
Ads on Mobile Service (37%)
Direct Mail (17%)
Opt-in Email Ads (14%)
Cinema Ads (14%)
Online Ads (13%)
Online Search Ads (13%)
Product Placement (13%)
Radio Ads (7%)
TV Ads (6%)
Magazine Ads (5%)
Newspaper Ads (4%)
(Basis Dynamic Logic’s Adreaction Survey, n=933, US, respondents fielded 2007)
The most intrusive formats (not very surprising!) are the Telemarketing and ads on mobile services (72% & 46%, respectively). Whereas, Newspaper, Magazine and TV ads are the ad formats with least negativity (4%, 5% and 6% in that order). What is surprising is that the online banner ads and online Search ads have similar negativity associated with it (7% each). One would have expected Search to be more acceptable format (maybe indicating the impact that the medium would deliver the brand association), however that not the case. Online ads are perceived more intrusive than the Radio and Outdoor Billboard ads.
This was a surprise to me, as we are in the world of web 2.0. The control of the web is with the browser, but the current perception is far from this fantasy. Maybe Online publishers efforts to deliver more inventory to the advertisers are now showing its effect. Do you remember the days of pop-ups and blinking fake-HTML like banners? Irritating and bad it was. However, what this seems to have done is to limit the engagement of the online brand with its consumers and therefore its impact on its overall imagery.
This also has bearing for all of us internet marketers, to be as engaging with the browser as possible, not to focus on click through rates (CTR) and optimise the creative to deliver the best ROI. Maybe also the usage of formats which enhance the engagement such as rich media, gadgets and viral marketing. Maybe start measuring the performance through new matrix such as engagement per click (an aggregation of referrals, time spent, roll overs and clicks).
Maybe, digital marketing still has to go a long way till it starts impacting the consumer consideration set.