New Study Confirms Premium Rich Media and Video Significantly Increase Performance of Online Advertising
13 Giugno 2007 - 3:55PM
Business Wire
Unicast by Viewpoint (NASDAQ: VWPT), a leading Internet marketing
and advertising technology company, today announced the results of
an independent Rich Media study that was conducted by
InsightExpress, a leading online market research firm. The study
was paid for by Viewpoint Corporation. The study examined the
effectiveness of Rich Media forms of advertising including Video,
Premium Flash�, and HD3D content, as compared with advertising in
simple Flash�, and GIF formats. The criteria used to determine the
relative ad performance includes purchase intent, brand awareness,
brand recall, web page favorability and ad interaction. The study
was conducted during Q1 of 2007. For a copy of the Rich Media
Study, please go to
http://www.unicast.com/sites/index.html?VwTheme=chameleon and click
on Get the Rich Media Study. The findings of the Rich Media Study
overwhelming indicate that user engagement and interaction was
significantly improved in ads leveraging Video, Unicast HD3D, and
premium Flash� rich media compared to GIF and simple Flash� rich
media advertisements. Premium Rich Media, HD3D and Video
considerably improve the performance of online display advertising,
as shown by Unicast�s Video, HD3D and premium Flash ad formats that
were used during the study. These formats consistently
out-performed industry standard simple rich media and GIF
advertising in terms of response rate and conversion rate. In
addition the results showed a drastically increased purchase
intent, brand awareness and ad favorability from survey
respondents. Overwhelmingly, the Unicast Video and Unicast HD3D ads
outperformed the GIF and simple rich media examples, clearly
demonstrated by the following increase in percentages: Unaided
Brand Awareness by 229% Ad Favorability by 108% Purchase Intent by
78% Brand Favorability by 77% "InsightExpress has conducted
numerous studies about ad performance. However this study
specifically compares typical rich media with more evolved forms of
rich media, such as HD3D and video. The results illustrate the
positive impact of deploying more engaging formats to increase a
user's interaction with an advertisement,��said Annette Mullin,
Director of Marketing and Account Management at InsightExpress.
�There is no question that advertisements with robust content,
superior visual fidelity and increased interactivity are more
powerful and engaging, and we now have the data to prove it,� said
Patrick Vogt, CEO of Viewpoint. �Naturally, the market will move to
take advantage of this increased brand engagement and financial
performance. As advertisers see the positive impact that premium
rich media can have on their brands and their business, they will
change their online mix from simple rich media to more premium rich
media. While this richer category now represents only 2% of total
online advertising, we expect it to grow substantially over the
next two years based on trends we see in the marketplace.
Furthermore, we are very excited that our technology heritage
allows us to continually pioneer new and groundbreaking formats for
premium rich media, including our new HD3D ad suite as well as
other interactive ad formats. We are the only rich media provider
with delivery technology, player enabling technology and client
side application technology.� ABOUT VIEWPOINT Viewpoint is a
leading Internet marketing technology company, offering Internet
marketing and online advertising solutions through the powerful
combination of its proprietary visualization technology and a full
range of campaign management services including TheStudio,
Viewpoint�s creative services group, Unicast, Viewpoint�s online
advertising group, and KeySearch, Viewpoint�s search engine
marketing consulting practice. Viewpoint's technology and services
are behind the online presence of some of the world's most esteemed
brands, including AOL, GE, Sony, and Toyota. More information on
Viewpoint can be found at www.viewpoint.com. The company has
approximately 100 employees in New York City, Los Angeles and
Austin, TX. ABOUT INSIGHTEXPRESS InsightExpress is an acknowledged
pioneer of rapid turnaround, high-quality, online marketing
research services. With its patented technology, market research
expertise, and access to more than 100 million online individuals,
InsightExpress enables its clients to easily harness market
research to make the right business decision in real-time. The
company is headquartered in Stamford, CT, and maintains offices in
New York, Los Angeles and San Francisco. InsightExpress is
affiliated with General Atlantic LLC. Visit us on the Web at
www.insightexpress.com or call 203-406-3233. FORWARD LOOKING
STATEMENTS This press release contains "forward-looking" statements
as that term is defined in the Private Securities Litigation Reform
Act of 1995 and similar expressions that reflect Viewpoint's
current expectations about its future performance. These statements
and expressions are subject to risks, uncertainties and other
factors that could cause Viewpoint's actual performance to differ
materially from those expressed in, or implied by, these statements
and expressions. Such risks, uncertainties and factors include
those described in Viewpoint's filings and reports on file with the
Securities and Exchange Commission. Copyright � 2007 Viewpoint
Corporation. All Rights Reserved. Viewpoint, Unicast, TheStudio by
Viewpoint and KeySearch are trademarks or registered trademarks of
Viewpoint Corporation.
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