The study set out to prove whether or not including desktop and mobile ads in a multi-platform ad campaign improves brand impact and if so, by how much. The study further sought to parse out the impacts of each digital media format both individually and in combination with other media formats to give a total picture of digital’s brand impact on cross media ad campaigns.

According to IAB, the effectiveness of ad campaigns improves significantly when a combination of TV, desktop, mobile and web is utilized to create brand awareness. The research proves that media ad plans covering online and offline channels drive higher ROI across brand metrics than running ad campaigns over offline media alone.

The findings from this study confirm to marketers the tremendous impact of the addition of digital to brand marketing campaigns. 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.Anna Bager, Senior VP & General Manager, Mobile and Video, IAB

IAB examined five universal brands for the study, covering ad campaigns across the five verticals of Automotive, Consumer Packaged Goods (CPG), Media, Finance and Retail. Across brands and industry verticals, the effect of running mobile web, mobile app, and desktop ads were found to be positive in driving brand awareness and engagement.

The IAB study further reveals how brands generate higher brand engagement by running offline and online ad campaigns together. While digital advertisements are effective as a stand-alone element in some brand metrics, when combined with other media it becomes a quintessential part of reinforcement and remarketing campaigns.

Click here to view the full report.

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Posted by Kara Degeorgis

After successfully working as a freelance digital artist for several major publishers and brands, Kara’s passion for art and technology led her to a career in the digital advertising space with Theorem. Since 2014, Kara has played a key role on the creative team, building out Theorem’s brand communications and creative service offerings with award-winning design work. Her current responsibilities include guiding clients through the intricacies of successful ad design and development from innovative ideation through execution. In parallel, Kara’s working towards a Master’s Degree in Strategic Design and Management at Parsons School of Design in NYC.

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