Sympatico/MSN is hoping to show media buyers that online advertising is about branding rather than a direct response medium as many of them perceive. The portal giant recently concluded the first of several upcoming research projects in conjunction with New York-based Dynamic Logic and Canadian partners the National Film Board (NFB) and the Internet Advertising Bureau of Canada (IAB Canada) to test user response to video ads on the Sympatico/MSN portal. Results from the study should be available within a month.

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