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Press Coverage 
April 01, 2010
Dynamic Logic in MediaPost's Online Media Daily
Study: Microsites Not Complete Waste Of Money
By: Gavin O'Malley
Despite all their fancy Flash graphics and creative investment, less than 1 in 10 consumers are at all impacted after visiting a branded microsite, according to new research from Dynamic Logic. On average, the firm found that microsites impact 7.8% of site visitors with respect to conveying "key brand messages." In other words, after visiting a microsite, 7.8% of people become aware of a campaign's message.
To be fair, that figure is nearly double the percentage of consumers who are impacted by typical online display and video ads, according to Dynamic Logic.
"This may be a result of the microsites' audience, which tends to be comprised of people with a greater affinity toward the brand who may respond more strongly to the brand's messaging," it admits. "However, it is likely more related to the experience people have on the microsite, which is much more immersive, interactive, and engaging than simply being shown a display or video ad while browsing online."
Microsites do tend to attract consumers who have a greater pre-existing familiarity and affinity toward the host brand -- which is not a bad thing, according to Dynamic Logic.
Full Article at http://www.mediapost.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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