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An analysis of the top performing FMCG campaigns in On Device Research’s digital ad effectiveness database has shown that on average, for every £1 spent on digital media, a potential return of £4.28 in product sales is generated. Return on Brand Impact (ROBI) metrics are essential to optimizing brand effectiveness and will be discussed in the Brand Advertisers’ Guide to Digital Effectiveness web conference on the 6 March at 15:00 GMT.

Digital marketing budgets are under more scrutiny that ever, yet at the same time digital platforms have never offered a greater variety of opportunities to engage with your target audience and customers.

Independent measurement remains fundamental to realising the digital opportunity, enabling brands to optimise performance throughout the planning cycle, and focus on true long term measures of success such as brand health and ROI. Measuring the Return on Brand Impact (ROBI) is essential to digital success.

Geo-targeted campaigns drive long term brand health

Thursday December 21, 2017 @ 7:25

An analysis of 66 geo-targeted campaigns by On Device Research has revealed that they do more than simply drive store footfall and outperform the industry average for both brand consideration and purchase intent.

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.

Analysis of On Device Research’s ad effectiveness database reveals that mobile campaigns running in Q4 see purchase intent improvements of nearly double the market average, despite challenges in achieving cut through in what is typically a season of high ad clutter.

On Device Research has today released a new wave of results from its cross-platform ad effectiveness norms database revealing that consumers exposed to ads across multiple devices record brand and ad awareness metric improvements of up to +9% higher than those who are exposed on just one device.

On Device Research has today released findings from the latest wave of its Path to Purchase tracker which show that after convenience, ad fatigue plays a big role in driving paid On-Demand TV usage in the UK.

Over two in five respondents say that seeing fewer ads than they do watching linear TV motivates paid On-Demand TV viewing, with significant implications for brand advertisers and On-Demand TV providers alike.

On Device Research has today announced that a well-known consumer electronics brand has won the award for the most effective mobile ad campaign of Q1 2017.

The award is assessed by analysing the quarterly rankings of mobile ads tested by ODR in terms of which have been most successful at shifting five key brand metrics. The ad was an innovative interactive video unit which allowed users to choose between two products that they wanted to discover more about and drove impact throughout the branding funnel: from awareness through to purchase intent.

Brand metrics often unfairly get referred to as “soft” metrics, as if the only measures that can tell you something hard and concrete about the effectiveness of media spend are ones to which you can attribute an observable action or a cost. There’s nothing soft about a soft metric however. Time and again the significant and vital impact that long term brand spend has on tangible business outcomes has been proven across virtually all media. Most notably Field and Binet’s “Long and Short of It” paper for the IPA advocates as much as a 60:40 budget split between long term brand and short term response spend, such are the power of “soft” measures.

On Device Research has today announced Collective UK and its client BP as winners of the inaugural Mobile Brand Effectiveness Award: a quarterly ranking of mobile ads tested by ODR that have been most successful at shifting five key brand metrics.

BP and the programmatic brand experts Collective topped the rankings in the final three months of 2016 with a playful smartphone video ad which highlighted the efficiency of its newly launched Ultimate anti-dirt fuel.

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