Turn Digital Audience Report shows brands moving from single to multi-channel advertising average a 300% improvement in ROI
Brands choosing to advertise across multiple digital channels (mobile, display, social and video) has increased globally by 137 per cent in 2013, according to Turn’s Q3 2013 Digital Audience Report.
According to the findings, brands which moved from single to multiple channels averaged a 300 per cent improvement on their advertising ROI, with consumers who had seen ads in more than one channel converting at a rate 24 per cent higher than those who had only been exposed ads in one channel.
Based on analysis of data from the Turn platform, which makes nearly 100 billion advertising decisions, analyses over 1.5 billion anonymous customer attributes, and provides instant access to billions of digital ad impressions daily, the report also revealed a 500 per cent increase year-to-date in brands utilising all four digital platforms.
The US, Latin America, EU and Asia-Pacific saw the highest ROI on campaigns delivered across multiple channels.
Additionally the report revealed that display ad eCPM grew from $1.22 to $1.28 at the end of Q3, a rise of 4.9 per cent, with global impression volume holding stable. Mobile eCPM marginally increased by 0.9 per cent from $1.01 in Q2 to $1.03 in Q3, social eCPM rose by 15.4 per cent thanks to demand for Facebook and Facebook Exchange ads driving Facebook eCPM up 87 per cent year-to-date.
Online video remained unchanged with a marginal drop of 0.54 per cent.
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