By Matthew Dodd, MD Global Media Effectiveness, On Device Research
We are often asked what format works best:
- Is video worth the incremental cost?
- Do banners still work?
- Which format is best for driving call to action vs brand awareness?
In order to answer these questions we delved into our 45,000 / 150 study normative databank to unearth the answers. This is what we discovered:
The “either or argument” is irrelevant if brands want to achieve the greatest impact across the awareness-intent funnel, since as our findings reveal, a combo strategy is the best one to deploy to achieve the greatest impact. There are, however, suitable nuances in the best combinations to employ depending upon the advertiser objective.
We found that the combination of video and interstitial/banner worked best at driving the upper funnel metrics of spontaneous brand awareness and advertising recall. This clearly demonstrates mobile's ability to grab consumer attention and tap into that strong personal relationship we have with our smartphones. This is where dynamic formats can best be deployed to surprise, intrigue and delight consumers. For the lower funnel purchase intent metric interstitial and banner proved to be the best combination. This clearly illustrates our 24/7 fixation with our devices and their ability to tap into multiple need states and bolster context dependent memory retrieval.
About On Device Research
On Device Research is a leading mobile first research agency that has conducted over 20 million surveys in 92 global markets and uses mobile surveys and device IDs to help brands and their agencies measure their marketing investments and better understand “in the moment” consumer interactions.
