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...
With the launch of our new monthly “On Device on…” series, this month we focus on Out of Home.
On Device Research has today released findings from its social media effectiveness measurement solution that reveal the optimal video ad exposure time on social platforms is three to four seconds: a time frame in which both Brand Consideration and Purchase Intent are maximised, increasing by +4% and +6% respectively.
For ITV, the producer of this summer’s must-see TV phenomenon Love Island, measuring the impact of its multiple brand partners’ (including Superdrug, Kellogg’s, Rimmel, Lucozade and Echo Fall) sponsorship activity was a core component of its commercial strategy – helping them to better understand the impact of their media investment, while setting a benchmark in providing ground breaking ad effectiveness research to the industry.
In a week that has seem M&S, Aldi and Visa all launch high profile Christmas campaigns, On Device Research has delved in to its ad effectiveness database to unpick what makes a successful seasonal digital ad.
On Device Research has today revealed that a well known DIY retailer has won the award for the most effective mobile campaign of Q2 2018.
The award is assessed by analysing the quarterly rankings of mobile ads tested by On Device Research to establish which campaigns have been most successful at shifting five key brand metrics. The winning campaign deployed a number of interactive interstitials designed to raise awareness and consideration of its outdoor living products in time for the summer.
On Device Research has today released findings that out-of-home and digital ad exposure work together to drive brand metric uplifts up to seven times higher than out-of-home manages alone.
The digital tipping point has nearly reached the out-of-home market. EMarketer forecasts UK digital out-of-home ad spend to reach £440m in 2018, representing 47% of the total out-of-home market, and paving the way for a further wave of innovation in how the media is planned, targeted and measured.