Dynamic Logic has recently released research from its MarketNorms database which shows that online ad campaigns using "rich media" are generally twice as effective as traditional GIF/JPG campaigns in their ability to lift a key branding metric: Message Association.

Message Association is the ability of a consumer to link a specific brand (Nike) with a specific message (Just Do It). Message Association is one of the traditional advertising metrics Dynamic Logic has used to gauge the effectiveness of thousands of online ad units, including rich media, flash/html, and standard gif/jpg's. While ALL formats can have some impact in certain cases, the richer media generally works better on a per impression basis. The big question is: how much better?

Results from DL's MarketNorms database show that the average lift in Message Association for gif/jpg's is 21%, whereas flash/html is 37%, and rich media comes in at 44% on average. The findings are drawn from results for over 320 online advertising campaigns and a sample size of 338,184.

The rich media classification includes a variety of newer technology formats, including: Unicast Superstitials, dHTML (Eyeblaster, MSN's NGAP, Shoshkalees, Eyewonder, Klipmart), Enhanced Flash (PointRoll), among others.