Best Ads on the Internet

Dynamic Logic

IS PROUD TO ANNOUNCE…

THE BEST ONLINE BRAND CAMPAIGNS IN THE UK

London, July 16, 2007

Dynamic Logic measured the in-market performance of 111 online brand advertising campaigns within the U.K. and Europe across 2006. The top campaigns overall were determined by Dynamic Logic’s ad effectiveness research, conducted in 2006 to evaluate the in-market campaign performance, and were the most noticed, most persuasive and most favourable. Campaigns are listed in alphabetical order by brand:

Brand Advertised: Adrift
Parent Company: Pathé
Media Agency: BLM Quantum

Creative Agency: Yahoo!

Brand Advertised: Opodo
Parent Company: Marriott
Media Agency: MediaCom UK

Creative Agency: Wheel

Brand Advertised: Palmolive for Men
Parent Company: Colgate Palmolive
Media Agency: MEC Interaction
Creative Agency: Pro Creation

Brand Advertised: Philips Streamium Wireless Music Center
Parent Company: Philips
Media Agency: Carat Digital

Creative Agency: Tribal DDB

Brand Advertised: Sheila's Wheels

Parent Company: eSure

Media Agency: Carat Digital

Creative Agency: Pre-Loaded

Brand Advertised: The Sentinel

Parent Company: Twentieth Century Fox

Media & Creative Agency: Starcom UK

Brand Advertised: Tassimo

Parent Company: Kraft Foods

Media & Creative Agency: Starcom UK

Brand Advertised: Volkswagen Jetta

Parent Company: Volkswagen

Media & Creative Agency: Tribal DDB

Brand Advertised: Yahoo! Search

Parent Company: Yahoo!

Media & Creative Agency: Profero

Also amongst the top performers, but not shown here, was a campaign produced by Zed Media.

Note: The criteria for inclusion those with the highest Online Ad Awareness scores, which were characterised by statistically significant increases at 90% or above. Additionally, the top-ranked campaigns performed as either “above average” or “excellent” compared to other online campaigns within their industry category in either Brand Favourability or Purchase Intent, the two measured persuasion metrics.

Suzanne Moorey-Denham, managing director, Dynamic Logic Europe, said: “These campaigns represented a wide variety of brands and categories, including travel, FMCG, entertainment, and automotive. The most noticed ads tended to be very-well branded and did not try to convey too many messages. The research also showed that the results were not driven by baseline awareness levels. Not only did these campaigns break through the clutter to generate higher awareness for their brands, but they were also persuasive. Influencing consumers’ attitudes towards a brand and shifting intent to purchase are typically the most difficult metrics to move. These branding campaigns help to identify and illustrate some best practices in successful online brand advertising that other marketers may be able to learn from and apply.”

Dynamic Logic uploads hundreds of AdIndex^® studies, which measure online ad effectiveness, into MarketNorms^®, an online planning and benchmarking tool. Using this database, Dynamic Logic identified the most effective online campaigns in terms of online brand performance as compared to all measured European and UK studies last year. The top campaigns ran in the UK and were among the most noticed, with their Online Ad Awareness scores ranging from 8-20 percentage-point increases after exposure to online advertising. They were also highly persuasive.

Pathé Adrift: “The page take-over campaign was innovative and most of all eye-catching. We were delighted by its impact,” Alasdair Nicolson, marketing manager, Pathé Distribution Ltd.

“Not only were we able to talk to users in an interesting an engaging way; creatively, we were able to go some way in influencing their intent to see the film. This is critical to a successful opening weekend,” commented Nick Fisher, online media manager, BLM Quantum.

Tassimo: “The digital media strategy was to ‘inform and educate’ our audience through a combination of highly-targeted placements on female lifestyle sites and search-sponsored listings. The creative placements followed the key rules of online branding (logo on every page, clear call to action, product image, and limited frames) and allowed people to visit a website rich in product information and links to e-commerce partners,” commented Richard Hollidge, who was group account director, Starcom Digital, and worked on this campaign.

To see examples of the U.K. campaign creative executions or to view the best U.S. campaigns, please visit:

http://www.dynamiclogic.com/eu/research/2006top10.php

About Dynamic Logic:

Dynamic Logic (www.dynamiclogic.com) is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex^® to test and analyse online advertising, CrossMedia Research^TM to evaluate multimedia campaigns, MarketNorms^®, a syndicated ad effectiveness planning and benchmarking database, and Link^TM for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, Los Angeles, Providence, San Francisco, London, and Tokyo. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.