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NEW YORK Viewpoint said it would evaluate the branding value of online video ads against television commercials.
The study, conducted by Dynamic Logic, will examine the effectiveness of three different Viewpoint Web video ad formats — in-page, transitional and over-the-page — in achieving campaign objectives, including purchases and click-throughs. DL also will examine the effect the Web video advertisements have on key branding metrics, including awareness, message association, favorability and purchase intent. Those metrics will be measured against comparable figures for TV commercials, gauging the value and efficiency of the different media.
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