Monday, 20 June 2011
Sunday, 12 June 2011
Friday, 3 June 2011
Campaigns that feature expandable rich media ads performed best, with a 34.4% lift. Flash banner campaigns underperformed compared to the average. None of the campaigns studied featured only static banners.
This research also confirmed earlier findings by Lotame that showed that the likelihood to recommend stat correlated positively with other metrics of brand lift—meaning that the boost in intent to recommend went hand in hand with a boost in other branding metrics.
The closest correlation was with intent to view—for campaigns that advertised a show or movie—followed by purchase intent. Ad recall, clickthrough rate and interaction rate also rose with likelihood to recommend.