Advertisers whose branding goals include aided brand awareness, online ad awareness, brand favorability, or purchase intent should invest in rich media with video.
That’s the conclusion from the June, 2009 DoubleClick research report, The Brand Value of Rich Media and Video Ads, which presents the results of a comparison of brand metrics for more than 4,000 online campaigns across a variety of verticals.
If your advertising clients are running Flash banner ads and TV spots separately, you can now offer them an easy way to jump in to the rich-media-with-video space.
In the Mixpo platform, you can upload and customize the two ad formats so that, on click or mouseover, the Flash display ad expands to an Xspot.
The following examples of an expanding 160×600 skyscraper Flash display ad demonstrate the power and flexibility of the feature. (Note: Because these ads are for demonstration purposes only, clickthrough URLs and lead capture emails are directed to Mixpo rather than the actual advertiser.)
Example 1 On mouseover, a 160×600 skyscraper display ad expands to a 400×300 Xspot anchored in the bottom right corner.
Example 2 On mouseover, a 160×600 skyscraper display ad expands to a 400×300 Xspot anchored at the bottom left corner.
Example 3 On mouseover, a 160×600 skyscraper display ad expands to an 800×600 Xspot anchored at the center right.
You can access all of the performance data for the two associated ads in one easily accessible location.
But remember, even the most effective format can’t compensate for weak content.
In a MediaPost article, Judy Franks, principal of The Marketing Democracy and faculty member at Northwestern University, reminds agencies and advertisers that “People love good video content and they’ll take it wherever they can get their hands on it.”
The cautionary advice in a 2007 Beyond the Click article that all online video ads are not created equal is just as true in 2009. While data from 101 campaigns showed that all video ad campaigns positively moved at least some branding metrics, the most memorable campaigns performed dramatically better than the least memorable. In fact, least memorable campaigns had little or no effect on brand favorability or purchase intent.
More information
Mixpo subscribers can learn more about expanding display ads by visiting the Create page, and then clicking Can I run a display ad using the Mixpo platform?
