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 Melanie Montano

Melanie comes to Theorem with over six years of proven background in content research, strategy and development, with a specialized focus in editorial leadership and style guidance. Having received her Master’s degree in Creative Writing at the University of Lincoln in Lincolnshire, England, Melanie has since returned to the States, where she currently serves as copywriter and content development strategist at Theorem. Get in touch with Melanie.

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