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IAB Study Proves Digital’s Additive Impact on Brand in Multiplatform Campaigns
Manuela Walfenzao| 17 de enero de 2017
En las ejecuciones digitales los detalles son muy importantes
According to the IAB Cross-Media Ad Effectiveness Study, the inclusion of digital ad formats in a traditional campaign improves brand impact both individually and in combination with traditional media formats. This was proven across 5 verticals: Auto, CPG, Retail, Finance, Media The study was conducted to answer ongoing industry questions around the efficacy of cross-media ad campaigns, and for the first time it captured Mobile In-App in addition to Mobile Web for a complete picture of mobile advertising’s impact. The study also found that desktop and mobile have outsize positive effects on brand impact, given their typically smaller footprint in a campaign, and that the best channel combinations for brand lift typically include digital and TV. Cross-Media Ad Effectiveness Study makes some recommendations: Include desktop and mobile ads in a multiplatform campaign for even more impact; increase frequency of desktop and mobile ads as part of a total campaign, since frequency typically can be increased according to the model; monitor campaign to adjust optimal desktop and mobile frequency mix; within digital executions the details matter In most cases there is opportunity to optimize digital frequency – investment may be too high or too low to get the maximum effect, and digital optimization analysis can show the right frequency for influencing each brand metric. The whole study can be viewed at IAB.
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