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Home arrow Market Research Findings arrow Advertising and Marketing arrow Dynamic Logic Provides Online Advertisisng Effectiveness Tips For Retailers
Dynamic Logic Provides Online Advertisisng Effectiveness Tips For Retailers PDF Print E-mail
Written by Millward Brown   
17 Dec 2010
Men Shown to Be Important Targets; Static Ads are as Effective as Rich Media in Influencing In-Store or Online Visitation

Millward Brown’s Dynamic Logic, the leader in measuring digital advertising effectiveness, released today new insights for retail marketers to get the most out of their online ads this holiday season.

“In looking closely at retail ad effectiveness in aggregate, it became apparent that retail ads are a different animal than the average online ad,” said Aaron Katz, Director of Dynamic Logic’s MarketNorms.  “In fact, retail online advertising tends to perform slightly under the online average in its ability to shift most key brand impact metrics, with the exception of message association.”

Based on research from its MarketNorms® ad effectiveness database, Dynamic Logic offers the following tips for improving online retail campaigns’ effectiveness this holiday season:

1.
Men are just as important as women when targeting holiday ads. Although women have higher baseline awareness of retailers and higher baseline likelihood to visit, men’s ability to associate a brand’s message with its advertising after exposure increases more than women’s.

2.
While rich media helps achieve ad awareness, its ability to persuade retail store or site visitation is not significantly different from static ads.

3. Retail “intent to visit” does not vary much as frequency increases. Even at exposure frequencies of 10+, there is only a 1.3 percentage-point improvement in likelihood to visit vs. a 1.0 point improvement at 4-9 exposures. The benefit of a high number of exposures is in awareness, not store or site visits. If visits are the objective and budget is a concern, consider static images vs. rich media, and put less emphasis on frequency.

4. Celebrities and rich media help improve brand favorability for retailers. A celebrity or child in an ad can generate a 3.0 point increase in brand favorability. Compare this to only a 1.5 point boost for celebrities in CPG ads or 2.3 point gains in entertainment ads. As a bonus, kids generate a healthy 1.7 point improvement in likelihood to visit a retailer compared to a statistically insignificant 0.7 percentage-point increase for adults.

For more on online advertising effectiveness, please view a sample of Dynamic Logic’s Retail Industry Normative Report at http://www.dynamiclogic.com/na/research/DL_MarketNorms_Retail_Dec2010.pdf.  

In addition, a recent Millward Brown study reveals top reasons why people continue to shop in stores despite the convenience of online shopping.

New York - 7 December 2010

 
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