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Posted by Nate Elliott on September 1, 2009
[Posted by Nate Elliott]
It took me a while, but I finally got to one of the key items on my summer reading list: DoubleClick's report on The Brand Value of Rich Media and Video Ads. And I wasn't disappointed by what I found. For the first time in years, DoubleClick dug into their server logs and gave us a bit of hard data on what types of rich media are being served. They also worked with Dynamic Logic to conduct real live brand surveys (rather than tracking those overly simplistic 'engagement' metrics so many rich media vendors have become enamored of) to study the brand metrics that matter to advertisers: things like brand awareness, brand favorability, message association, and intent to purchase. And what they found was sometimes surprising:
If you've had a look at the report, let us know what you found interesting or surprising – and whether you'll change your creative strategy based on the findings.