Bigger Is Better for Online Branding | Adweek Bigger Is Better for Online Branding | Adweek
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Bigger Is Better for Online Branding

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NEW YORK Larger online ads perform better in communicating brand attributes, according to a recent study commissioned by the Interactive Advertising Bureau.

The Cross Media Optimization Study, conducted by Rex Briggs of Marketing Evolution, looked at the ad campaign for the launch of McDonald's Grilled Chicken Flatbread Sandwich to determine the impact of individual ad sizes. It also examined the incremental effect of each format in conjunction with and over TV advertising in influencing the fast-food marketer's branding goals.

The study found that the largest lift in consumer awareness of each brand attribute—new, exciting, different and combination of great flavors—came from the use of the transitional ad, a 30-second, large-size superstitial that plays as consumers go between Web pages. Other online ad formats included in the study included banners, skyscrapers, boxes and rectangles.

The rise was most notable in the case of "exciting," where the transitional ad outperformed the other ad sizes, as well as TV in achieving awareness goals. The ad received a 16 percent incremental lift in consumer response to "The McDonald's Flatbread Sandwich is 'exciting,'" after exposure to the transitional unit, versus 7 percent after viewing the TV spot and 3.5 percent after seeing all other formats.

The transitional ad also received a significant lift for "combination of great flavors": 9 percent compared to 7 percent for TV and 3.5 percent for all other formats. TV scored an 8 percent incremental lift in consumer response to "The McDonald's Flatbread Sandwich is 'new,'" after exposure to the spot, compared to 4 percent for the transitional ad and 1 percent for all other formats.

And the transitional ad and TV spot each represented about a 6 percent lift for "different." All other online ad formats: about 3 percent.

Last year, the IAB conducted a study that found that online advertising in combination with offline significantly increased the product image of McDonald's Grilled Chicken Flatbread Sandwich over offline advertising only [IQ Daily Briefing, Oct. 29, 2002].