by Dan Berra- VP of Business Intelligence
May 26, 2010
Recent research from eMarketer is showing that ad spending is bouncing back at a faster rate than previously expected. We have seen this scenario before, the economy turns south and marketing budgets and staffs get cut to the bone only to later come back stronger than ever. It’s a typical reaction and not the last time we will see this in our careers unfortunately.
So now that the money is flowing back, what have we learned? Ad dollars are flowing into search and video advertising at the highest rate with banner advertising having the third highest growth rate. Advertisers are really taking hold of video advertising and harnessing it’s power to engage and deliver their brand message. Video players abound on the web and video content seems to be everywhere making for a crowded marketplace. The next struggle for these advertisers will be how to differentiate their message above the rest of the video content. Creative departments will be pressured to come up with unique videos and partner with best-in-class vendors like Unicast who can provide custom formats and features to deliver the creative message.
The growth in video advertising will spark a new wave of creativity online and Unicast is ready and able to bring new creative solutions to the marketplace.
by Daniel Bloomfield- Campaign Manager
October 19, 2009
They say a chef is only as good as his ingredients. A photographer is only as good as their subject. Rich Media is only as good as the quality of the creative. Well maybe they don’t say that last one but perhaps they will soon. A new study suggest that factors such as ad targeting, size and placement aren’t half as vital to the success of the a campaign as the quality of the creative. A study which was recently conducted by Dynamic Logic suggests that bad creative can go so far as to have a negative affect on the brand.
The graph below shows how online display advertising affects brand metrics:
We have found that good creative starts with a strong concept that engages the user. In our experience the ads that perform the best are those that grab the user right away and make them take notice of the brand. It is possible to accomplish this in many ways but one of the most exciting parts of rich media is that clients are no longer limited to just videos or text. Adding interactive features such as games and email notification can help the interaction rate on ads and separate them from run of the mill advertisements.