On Device Research has today revealed that GroundTruth (formerly xAd) has won the award for the most effective mobile campaign of Q3 2017 for its work on Visa’s Cross Border campaign.
The award is assessed by analysing the quarterly rankings of mobile ads tested by ODR to establish which campaigns have been most successful at shifting five key brand metrics. The Visa Cross Border campaign (booked by Starcom) deployed GroundTruth’s innovative approach to first party location data to target a group of millennial travellers with a range of high impact formats.
The key campaign objectives or driving brand awareness and usage of Visa while abroad where both achieved through significant brand metric improvements at both ends of the branding funnel.
Theo Theodorou, GroundTruth GM EMEA, commented, “We’re delighted to see our Blueprints™ location technology reap such brand rewards for our client Visa. The ability to target consumers based on their past visitation behavior to specific points of interest really enhances the mobile brand building opportunity for advertisers, and the Cross Borders campaign has proved to be no exception.”
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.
The GroundTruth Visa campaign conforms to six of ODR’s mobile creative best practices: a checklist of ten creative guidelines to which the top performing mobile tend to adhere to six or more. A clarity of messaging around Visa’s acceptance in 44 million locations worldwide, combined with omnipresent branding and a human presence will all have contributed to the strong brand uplift noted for Visa.
The top five mobile ad campaigns in Q3 2017 fell in to the following industry categories:
