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Press Coverage 
December 29, 2009
Dynamic Logic in Advertising Age
Where Digital Marketing Is Heading in 2010 (Part 1)
By: Ken Mallon and Duncan Southgate
Millward Brown Breaks Down Location, Mobile, Display and Viral Video
In our discussions about what will happen in the digital marketing industry during the next 12 months, one overarching trend emerged: The basic rules of brand building are just as important for innovations in the digital space as they are for traditional forms of communication.
Using new technology won't in itself bring success; your digital communications still need to be creative, engaging and relevant if they are to cut it during the second decade of this century. Here are the first five of our top 10 trends for 2010. (We'll post the next five here tomorrow.)
Online display: Don't be blinded by the shiny and new.
In 2010, advertisers will experiment with new, larger ad formats. These formats may be initially attractive because they are different, but the basics of brand building beyond awareness shouldn't be ignored. Most of the new formats perform very well in the short term. Dynamic Logic has previously reported the high performance (brand impact) of video ads when they were first introduced. They found that video ad performance, relative to average ad performance, declined over a two year period following introduction as the novelty wore off. We'd expect this to be true for most of the new, larger ad formats and their progeny.
Ultimately, over the next several years only the fittest for these larger formats will survive. If they prove too intrusive, they may make people less favorable toward the advertised brand or the website on which they are served. Other advertisers and agencies will use these formats more cautiously, taking note of creative best practices gleaned from prior work.
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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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