A recent study by Millward Brown in Australia showed that overall rich display ads combining pre-roll and video have the highest positive impact on purchase intent and brand favorability. Other measures studied in the survey include influencers to online ad awareness and aided brand awareness. Simple, static banner ads had the least effect on any of the four metric and showed that marketers and other brand stakeholders need to be aware of integrating their online communication with rich and innovative new media and display in multiple formats. However they must keep in mind that there’s a law of diminishing returns with regards to high media displays. The study suggests that five to eight frequencies is ideal with the brand logo visible in each frame.
The study also found that the more consistent the logo imaging in an ad the higher the response from the audience. It is very easy to downplay the importance of logo development to branding, however Millward Brown confirms that even with online marketing, brand logo is a key element.