Research Resources - Information and download links
The following are various case studies and research reports related to rich media advertising for brands. Advertising builds an image and is therefore the most influential tool in changing consumer attitudes and perceptions towards a brand. This is where online advertising excels. The key drivers include larger ad formats, more sophisticated and contextually relevant targeting, the increase of rich media and the use of greater creativity and interactivity. Advertisers often judge success by sales alone, so measuring purchase intent is a standard tool across media. However, this metric alone is far from the whole picture of the brand value delivered by online campaigns. In fact advertiser focus on the purchase intent metric is an unwelcome legacy from the days when the medium was regarded purely as a direct response vehicle.

Research shows the internet beats ad recall for magazines, newspapers and TV, but advertisers still want to measure campaign data in the same way as traditional media. While online ads raise purchase intent by 11 % on average across all sectors, purchasing doesn’t have to be ‘right here, right now’. Consideration to buy is just as important, particularly when measuring brand-campaign effectiveness. The IAB found an average six per cent uplift in brand recall across different advertising categories

Online gives brands an opportunity to get close to consumers in a way that is unique and measurable, strategic and unrivalled by other channels. Rich media enables advertisers to use sound and moving images to reach the target audience with greater effect, creating interactivity and a richer brand experience.

Interactive ads raise brand awareness by up to 13 per cent depending on sector (Taylor Nelson Sofres/IAB). Large rectangle sizes and superbanners are the most effective for raising awareness (Dynamic Logic/ Nielsen//NetRatings)

Morgan Stanley Dean Witter research shows the internet beats other media in terms of ad recall averaging – 27 per cent – ahead of magazines (26 per cent), newspapers (23 per cent) and TV (17 per cent). Recall of TV ads is down due to the proliferation of channels and marketing messages. In 1965, 34 per cent of adult evening viewers could name a brand advertised during a TV show they watched ‘last night’, but by 2000 this fell to nine per cent (NAB/1965; Nielsen 2000). TV is no longer the powerhouse for message delivery it once was, so the case is growing for other media to supplement or replace TV advertising.

Case Study - The Diamond Trading Company: Right Hand Ring Online Promotion
This campaign ran in the USA from 15th Sept ----> 1st Nov 2003.
It delivered an excellent clickthrough (5.68%) and quite promising full play rate (38.41%). The Close rate is high - but then the ad was large and rather intrusive.

Rich Media Advertisng: Effectiveness Averages by Industry Vertical
Using Dynamic Logic data, this spreadsheet breaks down rich media advertising format effectiveness by industry verticals.

Optimal Frequency Report: The Impact of Frequency on Conversion Rates
Too few impressions won't generate significant impact, while too many to any given user results in over-saturation (banner burnout) and a waste of media dollars.

Case Study - Emirates Airlines: An Online Campaign to Drive Skywards Memberships
An investment of GBP 168,000 (GBP 18,000 on creative and GBP 150,000 on media) delivered an ROI of 391% or GBP 1.15 million. 2000 new members joined delivering annual revenues of GBP 575 to Emirates Airlines.

Case Study - British Airways: Fly Flat Campaign Linked to Wimbledon Sponsorship
Target audience of frequent international business travellers with high household incomes. Increased awareness by a much as 202%. Increased product association by 98%. Increased purchase intent by 25% - 8 times greater than Dynamic Logic's market norms data. The campaign also increased online bookings substantially among business and leisure travellers with a positive increase in bookings over the previous two campaigns.

Case Study - Harris Direct Financial Services: Campaign to promote direct investing services
Campaign to position Harris direct as a leading provider of electronic brokerage. Target audience was male 30 - 55 with assets of over $100K+ to invest. The rich media campaign generated 1.5 times more applications per thousand impressions than the standard flash ad units.

Case Study - Hanes CPG Goods / Apparel: Campaign to promote the Tagless Tee
Campaign to support the Tagless Tee product launch. Significant lift in awareness metrics were observed with higher frequencies, however increases in purchase intent were observed in lower frequencies. Unaided brand awareness saw a lift of 42%, message association by 52% and purchase intent by 6%.

Case Study - Discover Magazine: Campaign to promote the magazine brand and test the medium
The aim was to bring this magazine brand to an online audience and test the medium in driving subscriptions and lead generation. An interactive science quiz comprised of 10 questions. Over 50% of the audience who started the quiz, completed all 10 questions. The cost per order from the rich media campaign was lower than that of traditional direct mail proving the worth of the medium.

Case Study - McDonalds: Campaign to generate a regional opt-in email marketing database for future promotions
McDonalds wanted to test the effectiveness of online advertising in driving a targeted regional consumer database for future email marketing promotion campaigns in regional markets. One local news and information site www.wave3.com was selected for the test. The Eyeblaster advert out performed the traditional banner ad by 64,000 % and created something that their in-store promotions were unable to - an opt-in marketing list - a very valuable brand asset.

Case Study - Hyundai : Campaign to generate brand awareness, quick quotes and dealer contact
Online ad awareness increased by 153%, aided brand awareness by 7%, message association by 13% and brand favourability by 13%. The clickthrough rate of the direct response results were almost 1200% higher than the other flash ad units with 115% higher post-click/impression conversions.

Case Study - British Midland changes consumer perceptions of its brand
Airline British Midland found out how online ads influence consumer perceptions of its brand by asking TNS and the IAB to test the image statement ‘A low-cost flight on the day you want shouldn’t be down to chance’.

The test, using a banner, proved that even a simple execution can dramatically change brand perception when it has a relevant message and placement. Almost 33 per cent of those who saw the ad agreed BMI delivered on the statement, compared to 18 per cent of those who hadn’t seen it. Overall, BMI increased brand awareness by 12 per cent. The test group was twice as likely as the control group to recall the ads.



Case Study - Fosters F1 Sponsorship
Foster’s increased consumer perception of its sponsorship of Formula One by extending it online at itv.com/f1. Post-campaign research carried out by Granada Broadband Research discovered a 20.9% increase in the number of internet users who associated Foster’s with F1.