Internet advertising for the Sentinel, the secret service thriller starring Kiefer Sutherland and Michael Douglas, travel website Opodo and Yahoo! Search have been rated among the 10 best online brand campaigns of last year, according to internet effectiveness firm Dynamic Logic.

The company, part of the consultancy arm of Sir Martin Sorrell's WPP, evaluated 111 UK and European online ad campaigns to see how well they achieved their branding goals.

The top 10 campaigns were the most noticed, persuasive and favourable as evaluated by Dynamic Logic's effectiveness measurement tools.

The top 10, in no particular order, included advertising by film company Pathe for the movie Adrift, travel website Opodo, Palmolive for Men, car insurance firm Sheilas' Wheels, Twentieth Century Fox's promotion of the Sentinel, Kraft's Tassimo coffee, Volkswagen, Yahoo! Search and Philips wireless music centre.

While Dynamic Logic admits it is not a representative sample of all campaigns that ran on the web in 2006, it considers the top 10 to be a healthy mix that "illustrate smart media strategy and clever creativity and provide some great examples of what online adverts are working well".

"The most noticed ads tended to be very well branded and did not try to convey too many messages," said Suzanne Moorey-Denham, managing director of Dynamic Logic Europe.

The survey, based on 146,350 respondents, measured ad recall, brand awareness, message association and purchase intent.

The results were aggregated and uploaded into MarketNorms, a global online benchmarking and planning database, to determine which campaigns performed the best across all of these metrics.

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