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Online Creative Best Practices: 10 Tips to Maximize Brand Impact 

Is online advertising broken? To some extent, yes—but it’s not beyond repair. Over the past 10 years, Dynamic Logic, a leading research company with expertise in measuring advertising and marketing effectiveness, has proven that online advertising successfully shifts brand metrics such as brand awareness and purchase intent—when the creative is on-target. But why does some online creative continue to miss the mark and what do clients and agencies need to know in order to improve and maximize their online creative’s brand impact?

Amy Fayer, Research Manager, shared findings from Dynamic Logic’s latest research on online creative best practices. The study examined various branding goals across more than 170,000 creative executions, and the Webinar will present case studies on the do’s and don’ts of effective online creative work, looking at the variation between the best and worst creatives (top and bottom 20 percent). Learn the simple rules of thumb that can mean the difference between an exceptionally successful online ad versus an ad that can have an adverse effect on a brand.

About the Speaker
Amy Fayer is a research manager in the custom solutions group at Dynamic Logic, a Millward Brown company. Amy joined the Dynamic Logic research team as a junior analyst in 2005. As a research manager for the custom solutions group, she is actively involved in scoping and executing commissioned custom research projects and consulting Dynamic Logic client teams on custom ad effectiveness research inquiries. Prior to these roles, Amy served as a research manager on a variety of Dynamic Logic accounts, with a large component of her client work surrounding media agencies such as Digitas and MEC Interaction and advertisers such as Colgate-Palmolive and American Express. She has also served as a participant on various IAB committees such as the Ad Sizes Working Group and the In-Game Ad Measurement Working Group. Amy is a presenter at a number of industry events, including the ARF. Amy received her BA in Psychology from SUNY Stony Brook.

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