beyond the click
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As investment in digital marketing continues to grow, so does the need to better understand the potential impact each creative execution will deliver, prior to in-market deploymentTRANSCRIPT
Online Creative Benchmarks: EnsureCreative Executions Stack Up AgainstIndustry Norms
November 2010
Dynamic Logic: Beyond the Click®
As investment in digital marketing continues to grow, so does the need to
better understand the potential impact each creative execution will deliver,
prior to in-market deployment.
Born out of a proven and validated Millward Brown framework, Dynamic Logic's copy-testing solution Link™ for Digital gives advertisers foresight into how ads will perform against branding objectives in the online space.
Dynamic Logic has evaluated over 800 online ads across 173 campaigns to gauge a creative's potential impact, resulting in normative benchmarks for over 30 measures ranging from awareness to message communication and persuasion. Furthermore, industry-specific performance comparisons — now available for CPG, Financial Services, Technology, and Travel with Pharmaceutical and Restaurant to follow this year — allow for more meaningful insights and actionable recommendations.
The data in the chart shows the average index score by industry for two important creative evaluation metrics, Stopping Power and Persuasion. When looking across the total database for each metric, it's clear how much online advertising differs by industry in terms of its potential to grab attention or persuade a consumer. The variation within this data suggests that online ad performance varies greatly depending on what is being purchased and further reinforces the need for industry-specific comparisons.
Case in point: Dynamic Logic's norms reveal that ads for Financial Service, a high-consideration category by nature, tend to fall below the overall norm. When evaluating a banking ad, for example, the results may not look promising against the overall database. However, when comparing within the vertical, the ad may in fact be on par with or even outperforming the average for financial products and services. It's often more challenging to visually communicate the benefits of a financial brand versus more enticing categories like technology, beauty or food products. Therefore, the reliance of an engaging creative format such as rich media or video becomes increasingly important.
Although Travel is a category that may offer the allure of exciting destinations and vacations, digital advertising for travel brands has historically had a harder time persuading consumers as evidenced by the below-norm performance.
Stopping Power Persuasion
60
50
40
30
20
10
0
CPG Financial Services
Aver
age
Inde
x Sc
ore
Technology Travel
Online Copy-Testing Norms by Industry
Source: Dynamic Logic’s Link™ for Digital Norms; November 2010
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StoppingPowerNorm
PersuasionNorm
2
©2010 Dynamic Logic, A Millward Brown Company
Stopping Power, however, is on par with the overall norm suggesting that travel ads are catching attention but often coming up short in terms of persuasion. Travel, like Financial Service, is a high-consideration category; convincing consumers to take action is more difficult when compared to CPG products that are lower cost and purchased more frequently. As we know, a majority of high-consideration categories have suffered in recent years from the recession and its effects. In some cases, Technology may be the exception to this rule; advertising for technology brands still shows above-average scores. While tech products can also have high price points, persuasion may come easier to these often highly-aspirational brands.
When making decisions about digital advertising, benchmarking against industry norms helps shed light on the particular areas where the ad is either succeeding or failing before the campaign launches. This ability to put an ad in perspective has led to more and more advertisers asking about the importance and validity of pre-testing digital creative, and its correlation to in-market results. Through 46 cases where Link™ results have been compared to AdIndex® in-market performance, Dynamic Logic is developing new and unique models to predict in-market success based on varying campaign objectives. These findings will be publicly launched in early 2011, but to learn more about our latest validation work now contact [email protected].
Rachelle Vangene is a Senior Research Executive at Dynamic Logic in San Francisco.
About MarketNorms®Advertisers, publishers and agencies use MarketNorms to understand
which aspects of online advertising have the greatest impact on brand
lift. Dynamic Logic’s MarketNorms database of over 6,000 campaigns
across more than a dozen industries has branding lift metrics, ad and
brand attributes, environmental/site data, audience data and other
campaign information collected in over 8.2 million surveys.
www.marketnorms.com
About Beyond the Click®Since 1999, Dynamic Logic's Beyond the Click® newsletter has provided
marketers with actionable insights on the branding impact of digital
advertising. Based on research from MarketNorms®, our normative
database of over 6,000 online campaigns, as well as experience
measuring the effectiveness of mobile, video, social media and other
emerging platforms, Beyond the Click continues to be the leading source
for the latest trends, opportunities and best practices for navigating the
digital landscape and beyond.
Dynamic Logic, A Millward Brown Company+1 800 245 2455
www.dynamiclogic.com
Dynamic Logic: Beyond the Click®