Report: Creative key to banner-ad success

10/21/2009 | Advertising Age (tiered subscription model)

Strong creative is more of a factor with banner-ad recall than targeting or placements, research firm Dynamic Logic says. Ads that make prominent use of a logo, offer powerful calls to action and use people are the most memorable, according to the firm's analysis of the most- and least-successful spots in its database of more than 170,000 Web ads.

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