The recent Interactive Advertising Bureau (IAB) report entitled “IAB Cross-Media Ad Effectiveness Study” reaffirms what some marketers may already know: “mobile and desktop advertising executed simultaneously with traditional offline media consistently drive greater lift across brand impact metrics than traditional offline media alone.”
In fact, the best channel combinations typically include at least one of these digital options—mobile web, mobile app, and desktop—and TV.
“For instance, a new auto model campaign showed that the combination of desktop plus mobile web plus TV resulted in a 211 percent lift in unaided brand awareness,” notes the IAB. “This same powerful combination was also responsible for 47 percent of the total campaign lift in purchase intent in a campaign for a well-known CPG food brand.”
The research involved analysis of the live campaigns of several major brands in five different verticals (automotive, CPG, Retail, Finance, and Media). In sum, the study provided proof that while digital advertising alone is effective for some brand metrics, when combined with other media it becomes a critical part of a mix that can be used to reinforce messages seen offline.
“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 for Mobile and Video at IAB.
“As interactive screens take an even more central role in our lives, they need to become a fixture in the media mix,” Bager added. “Digital is crucial, if brands want to get the most out of any advertising investment.”
Want to learn more? Download the complete study here.