Branding on the web: Impact and interaction

More and more companies are discovering the web as a new branding platform. Increasingly, branding campaigns are no longer based on measurable click rates but on building and improving brand awareness or modifying brand and image attributes. Digital media are ideal for branding. They offer impact and interaction on a single platform, making an intensive brand experience possible. Due to the rapid increase in broadband connections, modern advertisers have access to a large selection of attractive, high-impact advertising strategies – from elaborate flash animations to video clips – which allow brands to be put in the spotlight in various media.

Neo@Ogilvy is an online branding pioneer with extensive experience in planning and implementing national and international branding campaigns – both web-only campaigns and cross-media campaigns networked with conventional advertising.

With online branding, we also emphasize high efficiency and maximum return on investment. Neo@Ogilvy deploys unique, self-developed technologies and methods around the world in order to quickly and reliably measure qualitative advertising success, determine the optimal amount of contact per user, and optimize the campaign while it is still in progress. A baseline measurement of all important qualitative parameters such as brand perception, brand attributes, recall values, and top-of-mindset is usually carried out before the campaign is launched. The first measurement of qualitative success parameters is conducted with panel or onsite surveys after approximately 3 weeks. The quantitative measurements from the Neo@Ogilvy ad server are used to relate the actual advertising pressure of each individual motive to the qualitative effects. This allows conclusions to be drawn; for example, which motives work best on which websites.

Our complex, informative analyses – which normally also include user behavior on the landing pages – often do more than merely providing the foundation to optimize the online campaign. They supply our customers with valuable marketing information – online and offline. With cross-media campaigns, we are able to indicate precisely how individual motives work in relation to the branding goals within one month. Motives that do not achieve the desired impact are then pulled from the campaign in order to increase efficiency even further. In such cases, our measurements also form the basis for the continuation of the campaign in conventional media.

Global companies who have centralized their online marketing activities benefit from our worldwide resources and proximity to the markets. Multi-national branding campaigns in digital media are our strength. Our current reports and success measurements also supply comparative analyses regarding brand perception in various countries, and provide valuable information for international brand management.