Here's a thought provoking study from Journal of Advertising Research “How Rich-Media Video Technology Boosts Branding Goals.”
The research compared performance of various ad formats (rich media w/video, rich media w/o video, GIF/JPG, simple Flash). The findings? Rich Media with Video unit was the strongest performer in aided brand awareness, brand favorability and purchase intent.
The big surprise is that GIF/JPG was the strongest performer when it came to message association (associating brand with value proposition) and here’s their explanation: “the strong performance of GIF or JPG formats on message association suggests that advertisers have a messaging discipline for these formats that is not being transferred to other advertising formats.”
Unfortunately “messaging discipline” is something that’s easy to lose in a rich media environment. There’s always the opportunity to squeeze in one more frame to accommodate a tertiary audience, a secondary offer, a few more benefits.
Other lessons? Have a clear messaging goal, match your format to your goal, push to integrate video in rich media.
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