On Device Research has revealed that mobile is a truly effective brand building platform for FMCG advertisers with the sector outperforming the mobile industry average across three out of five brand metrics tested. Video mobile ads have proven to be the most effective at driving FMCG brand awareness while rich banners are the most effective at boosting purchase intent.
On Device Research has today released a series of ad measurement benchmarks that shine a light on the significant brand impact that mobile video advertising has on a range of advertiser sectors. Automotive video ads are found to be the most memorable, with an average uplift in ad recall of +9% points, while entertainment and leisure video ads are best at driving purchase (+5%).
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.
When it comes to product research in Saudi Arabia, HyperPanda customers are the most likely to go mobile first: One third look to their smartphones when deciding which products and services to buy.
Mobile creatives best practices 2017
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.
It is estimated that by the end of 2016, 70.5% of the Saudi Arabian population will own a smartphone, equating to nearly 20 million people in total. Mobile has not only changed the way consumers behave both online and offline; but it has changed how brands connect with consumers, and in an increasingly fragmented media environment has thrown up a whole host of new and exciting planning implications.