Press Coverage
September 17, 2009

Dynamic Logic in NMA Magazine
Bigger ad formats aren't always the ones that get the most attention
By: Christina Goodman

Many factors can drive the success of an online display campaign, including creative quality, format, placement, type of site and exposure frequency. Finding the perfect mix of these factors isn’t easy, but research from Dynamic Logic shows bigger isn’t always better when it comes to positively shifting brand measures.

Based on MarketNorms, our global online planning and benchmarking database, the research shows that ads integrated into the content of a web page, such as half banners (234x60 pixels) and rectangles (180x150), are the most effective at driving online ad awareness and purchase intent. Comparing the attitudes of people exposed to those of an unexposed group, rectangles generate the biggest increase in online ad awareness, or recall, driving the percentage of people impacted up 4.6 percentage points, while half banners on average show a 4.4 percentage point higher impact. Half-page ads (300x600), full banners (468x60) and buttons (120x90) were the least effective. When planning online campaigns, placement and format are important, particularly since ads that frame the page tend to be less effective.

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