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.
Newly released preliminary data by On Device Research reveals that mobile is significantly outperforming desktop when it comes to brand building online.
There are early signals from On Device Research’s cross-platform measurement database that mobile is the key driver of brand effectiveness in cross platform campaigns. An average of five campaigns tested has shown mobile to drive brand metric improvements that are between 3% to 5% points higher than desktop throughout the branding funnel: from awareness right the way through to purchase intent.
Data released today by the mobile ad effectiveness specialists On Device Research provides proof that campaigns which pack an emotional punch deliver an uplift in purchase intent over four times greater than those which do not. Newly unearthed insight from On Device’s database of 170 mobile ad effectiveness studies also shows that the use of emotion has a brand multiplier effect throughout the branding funnel: from brand awareness, through to consideration and purchase intent.
By Matthew Dodd, MD Global Media Effectiveness, On Device Research
How we helped one major UK retailer to better understand the effectiveness of their cross device Easter campaign.