The five rules of 有效性 in digital marketing

According to data from WARC (2018), digital display is now the second biggest display media, 在电视. However, many businesses still use digital display as a performance-only channel.

IAB sought to understand both the 有效性 of display as a brand building medium, and how digital display campaigns perform when working alongside 其他媒体. Conducting robust analysis of the brand metrics of 263 individual campaigns, and a further 125 cross-media campaigns, Kantar was able to show how effective digital display can be, when they are executed well. In order to do this, we examined the top 20% performing digital display campaigns and looked at the difference between a number of brand metrics. 例如, these campaigns achieved an uplift for purchase intent that was five times higher than average.

Analysis of the top 20% performing campaigns reinforced five basic rules for getting it right.

1. Ensure the messaging is focused. Kantar’s analysis showed that a single message had a 42% recall level, compared to 20% and 19% when split into two messages.
    
2. Make the brand instantly visible and prominent across all frames of the ad. Kantar’s case studies show that the presence of clear branding results in much higher awareness.
    
3. Deliver new information about the product of brand. Ads that said something new about the brand increase purchase intent compared to those that did not. Tell the audience something they didn’t already know about the product, in order to capture their attention and be most effective.
    
4. Make sure ads are highly relevant – targeting is key. When testing highly relevant creative against a control sample, t在这里 was a +7% uplift in brand favourability overall, and +13% amongst those in market for the product.
    
5. Highly likeable ads are more likely to drive awareness. 在这项研究中, likeability led to consumers considering them unique and interesting, which also led to increased awareness of the brand.

IAB’s research also uncovered the benefits of pairing digital display with 其他媒体 to maximise 有效性. Kantar’s analysis showed a 显著的提升 在度量中 awareness, association and motivation when campaigns 被分成两组 DOOH, and an uplift in the same metrics when digital display 和电视宣传 是结合在一起的.

Interested in knowing more about digital 有效性? 访问IAB的 有效性中心 w在这里 you can read our guidelines on how to build effective campaigns, as well as case studies and tips from other IAB members.