On Device Research has today announced that a well-known consumer electronics brand has won the award for the most effective mobile ad campaign of Q1 2017.
The award is assessed by analysing the quarterly rankings of mobile ads tested by ODR in terms of which have been most successful at shifting five key brand metrics. The ad was an innovative interactive video unit which allowed users to choose between two products that they wanted to discover more about and drove impact throughout the branding funnel: from awareness through to purchase intent.
The ODR Mobile Brand Effectiveness Rankings are determined using five key brand metrics which the digital ad effectiveness research experts have tested across over two hundred and twenty campaigns. By comparing percentage point uplifts between a group of respondents who have been exposed to mobile ads and group who have not, effectiveness is determined across five measures throughout the branding funnel: Total Brand Awareness, Top of Mind Brand Awareness, Online Ad Recall, Brand Consideration and Purchase Intent. The effectiveness rankings are calculated using the average percentage point uplift across the five metrics tested.
The consumer electronics campaign conformed to eight of ODR’s mobile creative best practices: a checklist of ten creative guidelines to which the top performing mobile adhere. Given that the top 20% of ads tend to confirm to six or more, it comes as no surprise that the interactive video ad’s ever-present branding at the top of the frame combined with clear but humorous messaging delivered with plenty of human and product imagery, created an eye-catching ad experience that impacted both consideration and intent to purchase.
The top five mobile ad campaigns in Q1 2017 fell in to the following industry categories:
1st Consumer Electronics
4th Consumer Electronics
If you’d like to find out more about testing the effectiveness of your digital ad campaigns, then get in touch with On Device Research today: firstname.lastname@example.org / +44(0)20 7278 6627 / ondeviceresearch.com/mobile-brand-impact