On Device Research has today revealed that a well known DIY retailer has won the award for the most effective mobile campaign of Q2 2018.
The award is assessed by analysing the quarterly rankings of mobile ads tested by On Device Research to establish which campaigns have been most successful at shifting five key brand metrics. The winning campaign deployed a number of interactive interstitials designed to raise awareness and consideration of its outdoor living products in time for the summer.
On Device Research was commissioned to isolate the brand impact of the mobile campaign. Using passive ad tracking technology the ad measurement specialists were able to prove that the digital campaign drove significant improvements at both ends of the branding funnel – from awareness 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 three hundred campaigns. By comparing percentage point uplifts between a group of respondents who have been exposed to mobile ads and a 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.
Interactivity is one of On Device Research’s key creative best practice recommendations, and this is certainly a core component of what made the wining add so successful. Coupled with clear product shots, an omnipresent logo and a strong call to action, it's no surprise that this ad performed so well.
The top five mobile ad campaigns in Q2 2018 fell in to the following industry categories: