Those are some of the common strategies behind eight campaigns Dynamic Logic found to be the most effective online branding efforts out of all the campaigns the company measured in 2006.

The winners share several traits, said Michelle Eule, VP-research at Dynamic Logic, which is part of WPP's Millward Brown. For starters, they kept the ads simple, with great visual elements and little text.

"These ads are competing with a lot of other elements to grab the user's attention," Ms. Eule said. "If the messaging is too complex or esoteric, people will not pay attention at all or not get the messaging in its entirety."

Get the full story at Advertising Age