Source – ondeviceresearch.com
On Device today announced the launch of their latest whitepaper titled Unlocking the Power of Cross-Media Brand Advertising. The data for this study comes from 100 randomly selected brand lift studies undertaken for clients by On Device between June 2022 and June 2024. These studies contained over 320 separate media strands.
There were a number of key findings from the analysis of cross-media campaigns including:
1. Cross-Media Campaigns are more effective than Single Media Campaigns at moving brand lift metrics at all stages of the marketing funnel. This was observed at all media budget levels.
2. Cross-media campaigns can create a Brand Lift multiplier effect resulting from improved performance from both the use of multiple media and a resulting boost in effectiveness of the individual media.
Sarah Robson, Global Head of Advertising Effectiveness, On Device comments:
“It’s crucial to measure the role each media plays in campaign effectiveness – both individually and in combination. Not only does it enable you to identify the right media combination for your brand objectives, but it can also multiply the impact of your advertising beyond the sum of the individual parts, maximising the effectiveness of your media budget and improving brand metrics faster.”
The analysis also reveals a unique Brand Lift footprint for each media, showing the effectiveness in shifting consumers through each funnel stage. The data demonstrated that some channels excel at one or two metrics, and some are more consistent in their ability to drive uplifts throughout the marketing funnel.
The increased effectiveness of Cross-Media Campaigns was interestingly also not related to the size of the media investment. The campaigns analysed had total media budgets ranging from £100,000 to £16 million. The findings showed that smaller advertisers also benefited from Cross-Media strategies, even with a modest budget.
Analysis also revealed the importance of TV and Digital Video as part of a successful cross-media campaign. The granular analysis in the whitepaper was made possible by our unique Cross-Media Measurement System which passively tracks ad consumption across multiple channels.
The paper helps demonstrate the importance of understanding the strengths of each media in aiding the planning of an optimal media mix. However, the research was clear in demonstrating that cross-media campaigns can create a Brand Lift multiplier effect resulting from improved performance from both the use of multiple media and a resulting boost in effectiveness of the individual media.
To download the full report, please click here: https://www.on-device.com/whitepaper
