By Matthew Dodd, MD Global Media Effectiveness, On Device Research
How we helped one major UK retailer to better understand the effectiveness of their cross device Easter campaign
We were asked by one of the UK’s leading retailers to determine the effectiveness of their cross device campaign. They wanted to better understand the roles, synergies and effectiveness of each device across 3 key dimensions:
In order to answer these questions, we partnered with Adbrain, the leading customer ID mapping solutions provider, to create a single source solution (using our 70,000 Device ID panel) that would enable us to determine the cross device impact on an individual consumer basis.
The campaign ran for 3 weeks across 6 leading DSPs (Demand Side Platforms) with a total of 23mn impressions (of which 46% was in desktop, 38% mobile web & 16% in-app).
The campaign objective was to maximise campaign reach, increase brand awareness, and drive footfall over the key trading period.
This is what we were able to determine for our client:
About On Device Research
On Device Research uses mobile surveys to help brands and their agencies measure marketing effectiveness and understand consumer interactions.
Adbrain is the world’s leading provider of customer ID mapping solutions used by digital marketers to target and measure consumers across devices, channels and platforms. The Adbrain Platform is integrated with more than 100 marketing automation and analytics solutions, as well as leading digital advertising sales and buying platforms, enabling access to billions of digital consumer IDs. With Adbrain’s innovative customer ID mapping solution, marketers and technologists can deliver a consistent, personalized customer journey across devices, channels and platforms.