Dynamic Logic study shows effectiveness of online audio and video ads

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New York—Online ads using audio and video have a higher impact on brand awareness at a lower frequency exposure than other standard online ad formats, according to a study by Dynamic Logic.

The study, based on an analysis of Dynamic Logic’s MarketNorms database, found that one exposure to an online audio/video ad increased brand awareness by 10 or more percentage points.

Dynamic Logic compared the impact of audio/video ads and standard online ad units on brand awareness at different frequency levels. Using 10 or more frequency exposures, 468x60 banners achieved a 6-point gain in brand awareness, while skyscrapers required only 6 or more exposures to achieve an 8-point gain in brand awareness.

Exposure to video ads also resulted in increases to the following metrics: Message association (14.4 points), brand favorability (5.0 points) and purchase intent (4.8 points).

—Kate Maddox

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