Digital campaigns for FMCG brands with a relatively low share of consumer awareness (for example low market share brands or new product launches), on average tend to drive larger brand metric improvements than campaigns for better known brands.
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.
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.
The partnership means brands and agencies can measure media effectiveness and store visit uplift down to 1 metre accuracy level
21 November 2017; London: Location Sciences, the mobile location intelligence company, has partnered with On Device Research, the brand effectiveness company, to deliver a new level of accuracy and precision for measuring media effectiveness in driving store visits, not seen in the UK before.
With the Effective Mobile Marketing Awards Ceremony taking place in London this evening, Alistair Hill, CEO of On Device Research considers what effectiveness is, and what it isn't.
Brands advertise to make money. There is little doubt in this fact. When stripped of the complexities involved in strategic media plans and award winning creative, one simple truth remains: brands invest in advertising to make a positive impact on their bottom line.
While this is the purest measure of effectiveness, analysing results in terms of sales impact is often easier said than done. There is a considerable time lag between an ad campaign and its success (or lack off) being realised. Digital marketers need therefore to look for precursors of effectiveness: metrics that correlate with, and give an early indication of sales, to gain a faster read on the effectiveness of campaigns.
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 reveal that a quarter of KSA smartphone owners claim to visit shopping centres less than they did a year ago in the face of increased usage of online shopping services and on-demand shopping apps.