Multichannel campaigns can become complex and challenging, but research released Friday by the Interactive Advertising Bureau (IAB) shows that consumers viewing a constant message across a variety of channels can improve purchase intent by 90% and brand perception by 68%.
Anna Bager, SVP and GM for Mobile and Video at IAB, said the study noted the importance of "mixing traditional and digital in order for brands to get the most out of their advertising dollars."
The IAB set out to prove whether desktop or mobile advertising improves brand impact when mixed with traditional advertising, and if so, by how much. Through a controlled group, those not exposed to the ads, and those who were, the research, titled the "Cross–Media Ad Effectiveness Study," set out to analyze which combination of media formats provide the best results.
Conducting the advertising effectiveness studies across two live ad campaigns, the IAB commissioned Research Now, which tracked the digital ads with first-party cookies and offline media through OTS questions in the survey. The IAB Research Council requested the study, sponsored by Drawbridge, Discovery Communications, and YuMe.
Overall, the research analyzed a combination of traditional and digital ads across Automotive, Consumer Product Goods, Retail, Finance and Media. The auto industry experienced the strongest impact from building campaigns, based on familiarity and favorability through traditional media.
A combination of Mobile In-App, TV, and Print emerged as a very strong driver of increases in lower funnel metrics, particularly for brand consideration, per the findings.
The research included two studies. The first focused on a new automobile model and included a variety of traditional ads that ran on pizza boxes to Out of Home Formats, TV, Radio, and Print, as well Video and Display on desktop and Mobile in-apps and on the Web.
For the automotive campaign, desktop and mobile advertising had the greatest impact on awareness, familiarity and consideration. The brand experienced a 22% lift in brand familiarity from desktop ads, an 18% lift from mobile Web ads, and a 16% lift from mobile in-app ads.
The campaign also drove a 23% increase in brand consideration and a 4% lift for aided awareness from desktop ads.
Interestingly, adding desktop to the campaign raised aided brand awareness by 92%, desktop and print by 96%, and desktop, mobile Web and TV by 94%. A combination of desktop and print aided in consumers seeking more information about the product.
Adding the combination of any desktop ads with traditional ads improved brand familiarity by 22%, and lift from any mobile Web and traditional ad by 19%. It also aided brand awareness. The campaign experienced a 5% lift from any desktop and ad combination and 26% lift in brand consideration from any desktop ad combination.
Adding television drove up all percentages. When it came to unaided brand awareness, the auto brand experienced a 211% lift from desktop, mobile Web and TV. Brand familiarity rose 19% from desktop and print ads; brand favorability, 28% from desktop and print ads; brand consideration, 50% from desktop and print; and 56% from desktop and print ads, based on those searching for information
The second study examined the advertising impact of a well-known cookie dough brand whose ads ran on desktop, mobile Web and TV. The research was then rounded out with three case studies from Research Now on retail, finance and media, each involving a mix of digital and traditional media.
Overall, the study analyzed ads across automotive, consumer product goods, retail, finance and media. The auto industry experienced the strongest impact from building campaigns based on familiarity and favorability through traditional media. A combination of mobile in-App, TV and print emerged as a very strong driver of increases in lower-funnel metrics, particularly for brand consideration, per the findings.
It turns out that the best media channel combinations for all types of market segments to improve brand lift included desktop and mobile campaigns combined with television advertising, according to the study.