As investment in digital marketing continues to grow, so does the need to better understand the potential impact each creative execution will deliver, prior to in-market deployment

1. Dynamic Logic: Beyond the Click
®
Online Creative Benchmarks: Ensure
Creative Executions Stack Up Against
Industry Norms
As investment in digital marketing continues to grow, so does the need to
better understand the potential impact each creative execution will deliver,
prior to in-market deployment.
Born out of a proven and validated Millward Brown The data in the chart shows the average index score by
framework, Dynamic Logic's copy-testing solution Link™ for industry for two important creative evaluation metrics,
Digital gives advertisers foresight into how ads will perform Stopping Power and Persuasion. When looking across the
against branding objectives in the online space. total database for each metric, it's clear how much online
advertising differs by industry in terms of its potential to
Dynamic Logic has evaluated over 800 online ads across grab attention or persuade a consumer. The variation within
173 campaigns to gauge a creative's potential impact, this data suggests that online ad performance varies greatly
resulting in normative benchmarks for over 30 measures depending on what is being purchased and further
ranging from awareness to message communication and reinforces the need for industry-specific comparisons.
persuasion. Furthermore, industry-specific performance
comparisons — now available for CPG, Financial Services, Case in point: Dynamic Logic's norms reveal that ads for
Technology, and Travel with Pharmaceutical and Financial Service, a high-consideration category by nature,
Restaurant to follow this year — allow for more meaningful tend to fall below the overall norm. When evaluating a
insights and actionable recommendations. banking ad, for example, the results may not look promising
against the overall database. However, when comparing
Online Copy-Testing Norms by Industry within the vertical, the ad may in fact be on par with or even
Stopping Power Persuasion outperforming the average for financial products and
60
Stopping
services. It's often more challenging to visually
......................................................................................................................................
50
Power
Norm communicate the benefits of a financial brand versus more
enticing categories like technology, beauty or food
Average Index Score
40
products. Therefore, the reliance of an engaging creative
30
format such as rich media or video becomes increasingly
20
...................................................................................................................................... Persuasion
Norm
important.
10
0
Although Travel is a category that may offer the allure of
CPG Financial Services Technology Travel exciting destinations and vacations, digital advertising for
Source: Dynamic Logic’s Link™ for Digital Norms; November 2010 travel brands has historically had a harder time persuading
consumers as evidenced by the below-norm performance.
November 2010

2. Dynamic Logic: Beyond the Click
®
2
Stopping Power, however, is on par with the overall norm About MarketNorms®
suggesting that travel ads are catching attention but often Advertisers, publishers and agencies use MarketNorms to understand
which aspects of online advertising have the greatest impact on brand
coming up short in terms of persuasion. Travel, like
lift. Dynamic Logic’s MarketNorms database of over 6,000 campaigns
Financial Service, is a high-consideration category;
across more than a dozen industries has branding lift metrics, ad and
convincing consumers to take action is more difficult when brand attributes, environmental/site data, audience data and other
compared to CPG products that are lower cost and campaign information collected in over 8.2 million surveys.
purchased more frequently. As we know, a majority of www.marketnorms.com
high-consideration categories have suffered in recent
years from the recession and its effects. In some cases, About Beyond the Click®
Since 1999, Dynamic Logic's Beyond the Click® newsletter has provided
Technology may be the exception to this rule; advertising
marketers with actionable insights on the branding impact of digital
for technology brands still shows above-average scores. advertising. Based on research from MarketNorms®, our normative
While tech products can also have high price points, database of over 6,000 online campaigns, as well as experience
persuasion may come easier to these often measuring the effectiveness of mobile, video, social media and other
highly-aspirational brands. emerging platforms, Beyond the Click continues to be the leading source
for the latest trends, opportunities and best practices for navigating the
digital landscape and beyond.
When making decisions about digital advertising,
benchmarking against industry norms helps shed light on Dynamic Logic, A Millward Brown Company
the particular areas where the ad is either succeeding or +1 800 245 2455
failing before the campaign launches. This ability to put an www.dynamiclogic.com
ad in perspective has led to more and more advertisers
asking about the importance and validity of pre-testing
digital creative, and its correlation to in-market results.
Through 46 cases where Link™ results have been
compared to AdIndex® in-market performance, Dynamic
Logic is developing new and unique models to predict
in-market success based on varying campaign objectives.
These findings will be publicly launched in early 2011, but
to learn more about our latest validation work now contact
marketing@dynamiclogic.com.
Rachelle Vangene is a Senior Research Executive at
Dynamic Logic in San Francisco.
©2010 Dynamic Logic, A Millward Brown Company