Analysis of John Lewis and Seat digital campaigns proves mobile best at boosting brand awareness
Research from the Association of Online Publishers has found people who were exposed to adverts across two devices are more likely to be aware of a brand and recommend it, versus those exposed to a campaign on a single device.
The research was based on campaigns for John Lewis and Seat which ran across desktop, mobile and tablet. The creative was optimised for each device and delivered across 18 publisher sites,
Compared to a 20 per cent boost on single-device exposure, the AOP found a 60 per cent uplift in ad awareness when participants saw ads across two-devices. Meanwhile, brand consideration increased from six per cent to 30 per cent and recommendation increase from zero per cent to 15 per cent.
Mobile-only ad exposure proved most effective and delivered the greatest campaign uplifts with an 80 per cent increase in awareness and a 133 per cent increase in ad recall.
Speaking to The Drum, AOP managing director Tim Cain hypothesised that the combination of mobile and desktop drove awareness but that desktop and tablet together were more effective at influencing intent to purchase.
“Mobile is clutter free and that drives awareness but for purchase people prefer to move to bigger screens. The perception is that it’s easier,” he said.
However, he added that the results do not improve significantly when ads run across all three devices as behaviourally people tend to consume content on two rather than three, devices.
The study also highlighted the performance of brand advertising on premium content sites, which delivers twice the levels of trust as non-premium sites and 50 per cent higher levels of interest in the creative, along with other positive associations.
Andy McGregor, national communications and digital marketing manager at Seat said the research has impacted where is allocates budget.
“The findings are really valuable as they will help to shape our 2015 plans, ensuring we are allocating our digital budgets across devices, to meet varying objectives, and carefully considering the creative and call to action for each screen,” he said.
The AOP conducted the study in conjunction with PHD, Manning Gottlieb OMD, and Celtra.