Dive Brief:
- The Interactive Advertising Bureau released its Cross-Media Ad Effectiveness Study that compared campaigns that combined desktop, mobile and traditional offline channels against efforts that only used traditional offline marketing and found the cross-media campaigns increased brand impact metrics, per an organization press release.
- The study pointed to a campaign launching a new car model where including mobile web ads increased brand familiarity 19%, and another new auto campaign including mobile web, mobile app, desktop and TV that resulted in a 211% lift in brand awareness. A campaign for a known CPG food brand that included the same digital and linear TV channels created a 47% lift in purchase intent.
- “The findings from this study confirm to marketers the tremendous impact of the addition of digital to brand marketing campaigns,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB, in the press release. “As interactive screens take an even more central role in our lives, they need to become a fixture in the media mix. Digital is crucial, if brands want to get the most out of any advertising investment.”
Dive Insight:
Putting quantifiable metrics behind the impact of including mobile advertising or crafting a campaign that includes a variety of digital and traditional channels helps marketers justify budgeting for marketing that is inclusive of a variety of channels including newer options like mobile marketing. This is especially helpful as a number of marketers continue to struggle with identifying mobile users and connecting the dots across multi-channel activity.
The takeaway from IAB’s report for marketers is getting a message out through a variety of channels increases the impact of that message, and digital channels are now a necessary consideration for any campaign.
There is a void in accurate measurement for digital marketing, with reports like the IAB's attempting to provide marketers with the stats that can help them figure out what is and is not working so they can build cross-channel campaigns with bigger impact.