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Microsites are commonly used by brands in online marketing. Dynamic Logic, a firm that evaluates the effectiveness of branded microsites, says that 7.8% of people become aware of a campaign's message who otherwise would not have, when there is a microsite involved. During an interview, Michelle Eule - Managing Director for Dynamic Logic's research application AdIndex, about this and other recent findings regarding
microsite effectiveness.
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I wondered if that particular finding couldn't be construed as a call to improve a campaign's message overall, if its message isn't clear before the customer views the microsite.
"I think the finding speaks more to the strength of microsites than to a weakness in the campaign's ads¡ªthat 7.8% can be compared to the average impact of display and video ads, which typically drive an additional 2.3% of people to become aware of a campaign's message." Eule said.
"Consumers who enter a microsite are generally more open to hearing what the brand has to say, and tend to spend more time engaging with the brand than someone simply served a display ad while performing other activities on a webpage."
Microsites normally utilize online ad formats such as display and video to drive traffic to them, of course.
"A display ad can also say only so much within a 300x250 or 728x90 unit compared to a microsite which has a full page or multiple pages of real estate to leverage," she adds. "It's worth noting, however, that a media plan can potentially reach 100s of times as many people as a microsite, so while the percent impacted favors microsites, the number of people impacted may still be higher with display or video ads."
Dynamic Logic says that data from 182 of its studies (conducted globally), reveal that microsites have a substantial impact on consumer awareness and perception of a brand. According to the firm, microsite visitation leads to significant increases in all standard brand metrics.
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