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Press Coverage 
October 29, 2009
Dynamic Logic in ClickZ
In Online Advertising, Creative Counts
By: Tessa Wegert
This column has covered a wide variety of topics in the nearly eight years that I've been writing it. Some themes are directly relevant to those working within the media buying industry -- new ad units, pricing strategies, and targeting techniques, to name a few. Others, such as viral marketing campaigns, social media marketing, and banner ad design, play a somewhat more peripheral role. It's important for buyers to stay abreast of major developments within these adjunct arenas. But since they don't actually involve the exchange of ad dollars for inventory, they shouldn't be quite as top of mind when you're planning your buys.
Or should they?
Results of a Dynamic Logic study released last week reveal that ad creative is more central to campaign effectiveness than many digital marketers give it credit for -- in some ways proving to be even more vital to brand metrics than ad targeting and placement decisions. That's a bold statement for a buyer to accept, but Dynamic Logic's analysis of the highest and lowest performing banners of some 170,000 ads suggests that certain design elements can positively impact brand favorability and purchase intent.
Full Article at http://www.clickz.com
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European Press more Analyst Speak: Brands on social networks need to understand why people are there - New Media Age., 13-MAY-10 Microsites: Reichweite gering, aber gut fur die Marke - Planung & Analyse., 08-APR-10 Starke Marken mit Microsites - Electronic Commerce Info Net., 08-APR-10
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