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The Unconscious Brand Effect of Digital Advertising

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Insights into passive ad exposure and advertising effectiveness

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The Unconscious Brand Effect of Digital Advertising

  1. 1. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com LONDON - SINGAPORE - DUBAI OnDeviceResearch.com September 2018 Passive ad exposure Active ad effectiveness The unconsciousbrandeffectof digitaladvertising
  2. 2. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com The unconscious brand effect of digital advertising 1) Our memories are not perfect: Three quarters of people who we know have been exposed to test ads, claim that they haven’t seen them. 2) Digital ads have impact passively: Those who don’t actively recall seeing ads still record brand metric uplifts throughout the purchase funnel from a +10.2% increase in Unaided Brand Awareness to a +1.6% increase in Purchase Intent. 3) Significant brand multiplier for actively recalled ads: When ads do cut through and are actively recalled they can drive shifts in awareness metrics up to three times higher than the passive group, and shifts in Purchase Intent up to seventeen times higher. 4) Passive ad measurement matters: Brand impact happens for most people at the unconscious level so passive measurement is essential if we are to understand total campaign brand impact; and it is just as possible for TV, Radio and Out-of-Home as it is for digital.
  3. 3. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com Join the On Device Research team for a webinar on 13th September at 2pm GMT to hear these findings discussed in more detail: Click here to register or go to bit.ly/2wr8ZRJ
  4. 4. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com The average brand impact of a digital advertising On Device Research Ad Effectiveness Database n=369 27% 13% 19% 60% 47% 37% 18% 24% 62% 49% Unaided Brand Awareness Top of Mind Awareness Ad Recall Brand Consideration Purchase Intent Average control vs exposed scores (%) n=369 campaigns Control Exposed +10.5% +5.5% +2.3% +2.0%+4.5% Our self reported ad recall metric highlights the importance of passive ad measurement
  5. 5. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com The human memory is imperfect. People over-report and under-report ad exposure On Device Research Ad Effectiveness Database n=369 Have you seen any online advertising from the following advertiser in the last thirty days? 19% 81% Ad recall in control group Recall ad Don't recall ad 24%76% Ad recall in exposed group Recall ad Don't recall ad 19% of people who we know haven’t been exposed to test ads, claim that they have seen them 76% of people who we know have been exposed to test ads, claim that they haven’t seen them OVER-REPORTING AD EXPOSURE UNDER-REPORTING AD EXPOSURE
  6. 6. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com Unsurprising perhaps
  7. 7. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com By isolating ten campaigns and creating active recall vs passive exposure sub groups we have measured the System 1 (unconscious) impact of digital ads Source: Meta analysis of ten ad effectiveness studies across seven categories CONTROL DO NOT RECALL TEST AD CONTROL CLAIM TO RECALL TEST AD CONTROL TOTAL EXPOSED DO NOT RECALL TEST AD EXPOSED CLAIM TO RECALL TEST AD EXPOSED TOTAL Vs
  8. 8. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com So does advertising work on those who don’t actively recall ads?
  9. 9. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com Yes. Improvements in metrics are recorded throughout the purchase funnel amongst those who see ads, but don’t recall doing so 23% 11% 62% 49% 34% 17% 64% 51% Unaided Brand Awareness Top of Mind Awareness Brand Consideration Purchase Intent Average control vs exposed scores (%) n=10 campaigns Control total Exposed WITHOUT active recall +10.2% +5.9% +1.6%+2.3% Source: Meta analysis of ten ad effectiveness studies across seven categories
  10. 10. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com So is there any benefit to people actively recalling your ads? Yes: active ad recall - i.e. cut through - drives double digit ad metric increases throughout the purchase funnel 23% 11% 62% 49%50% 28% 75% 75% Unaided Brand Awareness Top of Mind Awareness Brand Consideration Purchase Intent Average control vs exposed scores (%) n=10 campaigns Control total Exposed WITH active recall +26.7% +17.0% +26.2%+13.4% Source: Meta analysis of ten ad effectiveness studies across seven categories
  11. 11. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com Actively recalled ads vs passively measured exposure result in… 3x Unaided Brand Awareness delta increase 3x Top of mind Awareness delta increase 6x Brand Consideration delta increase 17x Purchase Intent delta increase Source: Meta analysis of ten ad effectiveness studies across seven categories • A deep dive in to two of the studies reveals that those who actively recall ads are more likely to be existing brand customers. In both instances over half of those who recalled the ads were existing customers vs under a third for those who were exposed but didn’t recall any ads. • Being an existing customer of a brand is likely to prime consumers towards marketing comms
  12. 12. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com In summary: Passive ad tracking matters; Ad recall drives impact. 24% ACTIVE RECALL 76% PASSIVE EXPOSURE MOST BRAND IMPACT HAPPENS HERE: Passive ad tracking is essential THE LARGEST SHIFTS IN BRAND METRICS HAPPEN HERE: Maximising ad recall boosts campaign success 100% AD EXPOSURE
  13. 13. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com The unconscious brand effect of digital advertising 1) Our memories are not perfect: Three quarters of people who we know have been exposed to test ads, claim that they haven’t seen them. 2) Digital ads have impact passively: Those who don’t actively recall seeing ads still record brand metric uplifts throughout the purchase funnel from a +10.2% increase in Unaided Brand Awareness to a +1.6% increase in Purchase Intent. 3) Significant brand multiplier for actively recalled ads: When ads do cut through and are actively recalled they can drive shifts in awareness metrics up to three times higher than the passive group, and shifts in Purchase Intent up to seventeen times higher. 4) Passive ad measurement matters: Brand impact happens for most people at the unconscious level so passive measurement is essential if we are to understand total campaign brand impact; and it is just as possible for TV, Radio and Out-of-Home as it is for digital.
  14. 14. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com Join the On Device Research team for a webinar on 13th September at 2pm GMT to hear these findings discussed in more detail: Click here to register or go to bit.ly/2wr8ZRJ
  15. 15. LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com LONDON - SINGAPORE – DUBAI – NEW YORK OnDeviceResearch.com Thankyou Formoreinformationpleasecontact: info@ondeviceresearch.com

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