The study also found that ads which used video had the best results in terms of branding goals such as brand favorability and purchase intent. Video campaigns worked best compared to campaigns using simple Flash (which worked the least well) and rich media without video. This is an issue which needs to be addressed at the agency level, Mallon says, as Flash campaigns are still the most popular with agencies and advertisers.
— Small Ads More Effective than ‘Framing’ Ads - MarketingVOX
