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Creative Online Ad Industry Names Branding Most Important Goal
“More than a decade after the first banner ad, online advertising is coming into its own as the most interactive way to reach consumers and build brands,” said Dimitry Ioffe, Principal of Media Banners, a creative agency that specializes in the entertainment industry with a strong roster of motion picture studio clients. “Advertisers now understand that it’s not just about click-thrus.
Key findings of the survey include:
- Branding is the most important consideration for online ads, with 70 percent of respondents identifying it as the “most important” or “second most important” goal.
- Interaction rate is the most important measurement of rich media performance. 53 percent of participants indicated that the best way to judge an ad is to measure the percent of users that interact with the unit.
- Video is gaining ground. 79 percent of those surveyed have included video when creating rich media ads, which PointRoll’s metrics demonstrate boosts time-on-brand +16% versus the overall PointRoll average. 53 percent of participants think video should be 15 seconds or less, and many noted an increase in video created specifically for online use.
“Online ads increasingly function as a destination for online users, instead of as a doorway to a Web site,” said Martin Betoni, PointRoll’s art director. “We’ve helped our creative partners build ads that let consumers create and download music, design desktop wallpaper and e-mail photos to their friends. When you start to tap into those possibilities, it’s easy to see why the creative vision increasingly determines the media buy, and not the other way around.”
PointRoll’s rich media formats give ad designers a wide palate of interactive elements, including full-screen video, games, polls and e-mails. Its programs are compatible with MAC as well as Windows, so that all designers can create and review ads on their preferred platform.
