Thursday, October 29, 2009

Bad Campaign Worse than None at All

Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.

The bottom 20% of online ad campaigns reduced opinions among Internet users exposed to the ads across the board. And purchase intent was pushed down the most by a bad campaign—by 4.1 percentage points.

Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.

“When it comes to digital advertising, a lot of time is spent choosing Web sites, ad sizes, formats, targeting and other factors,” said Ken Mallon, Dynamic Logic’s SVP of custom solutions, in a statement. “However, not enough time is spent producing and testing high quality ads.”

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