Measurement for all: The power of ongoing ad effectiveness research
New analysis of On Device Research’s Effectiveness Databank reveals that brands who invest more heavily in campaign measurement, enjoy more positive uplifts in awareness metrics over time.
As far back as 2013 Field and Binet’s much celebrated analysis of the IPA’s effectiveness databank revealed the benefits of ongoing ad tracking programs. In fact, brands who invested in ad tracking rather than creative pre-testing were found to enjoy very positive business outcomes when viewed in a time frame of one year or more.
Now, with nearly 450 ads measured in its own effectiveness databank, On Device Research has revealed that those advertisers who have conducted brand impact research multiple times over the past five years, have enjoyed larger shifts in awareness metrics than those who have only invested in research once. For example, those who continue to invest in ad measurement have seen average uplifts in ad recall of +5.3% vs +4.4% for those who have only invested once.
Programs of ongoing campaign measurement allow advertisers to test and learn: feeding back creative and targeting best practice into the planning cycle in a continuous loop of data driven decision making. With year-on-year improvements seen in ad recall over the past three years, advertisers are using the ad measurement process to create more effective advertising that is grabbing consumer attention better than ever before.
With higher baseline scores seen across all metrics for those measuring regularly, it is clearly larger brands who are investing heavily in measurement. However, brand effectiveness research is no longer just available to those with blue chip budgets. Advancements in survey automation and privacy first passive ad measurement means that On Device Research can now conduct campaign research for all advertisers large and small.
Find out more about how we can measure your campaigns at ondeviceresearch.com or call +44 203 405 9760