Study: The quality of an online campaign is decided before the click
Using its Ad Index analytics tool, Millward Brown examined the effectiveness of more than 8,000 online campaigns in terms of brand value. A key finding: Optimizing for clicks and visits has virtually no positive impact on the brand.
Marketing decision-makers should therefore test the communication of brand values and messages in their online campaign. Other important results of the analysis:
- Size matters: The wallpaper format achieves five times the ad awareness of standard Flash banners.
- Video content enhances the campaign: Online videos produce significantly better results than flash banners for brand awareness as well as for linking to the messages of a campaign.
- The success of the creation is decided in the first few seconds: Without a clear message and brand name in the first two seconds of an animated banner, the campaign loses much of its impact.
- Bookings in ad networks weaken the brand: The purchase of cost-optimized clicks in so-called ad networks has a clearly disproportionately low contribution to all brand values.
The Ad Index is designed to help optimize the potential of digital measures. This applies, for example, to the definition of efficient contact classes and budget allocation to different online advertising formats or advertising environments. In the diagnosis, the Ad Index provides information on how the strengths and weaknesses profile of the advertising medium is perceived in the creative implementation in order to round off the recommendations for campaign optimization.
