Digital advertising is effective at delivering brand awareness when marketers use multimedia campaigns, including traditional advertising methods such as print, an Australian-first report released by Kantar has found.
The Digital Brand Effect report, released at IAB Australia’s MeasureUp conference, confirmed that digital advertising excels when it is part of a multimedia campaign, demonstrating strong synergies when differing digital media channels combine, as well as complementing offline media.
The report analyses the brand impact delivered by digital and other media based on over 145 Australian Kantar Cross Media Brand Effectiveness studies, over 1,300 Global Kantar Cross Media studies, and 14,500 Global Kantar Digital Brand Lift studies.
It found that up to 45 per cent of digital brand effects are a result of working with other digital or offline media to produce synergistic effects, while up to 22 per cent of digital brand effects are a result of working with other offline media.
Rather than increased campaign spend, the report found that the success of advertising campaigns is driven by designing advertising creative with context in mind – integrating digital campaigns with other media, and managing frequencies.
With this base, the long-term retained brand impacts for digital campaigns are at least on par with those of other media; with 20 per cent of the original brand impact of digital campaigns retained for eight weeks after the original exposure.
Online video and social and online display were also found to have a higher share of brand impact compared to the share of spend, with the report finding that digital touchpoints pay their way back in building key brand-building metrics including awareness, brand associations and motivation.
IAB Australia CEO Gai Le Roy said that the report “provides a deeper level of information on how marketers can use a range of digital formats, alongside traditional media, to build long-lasting successful brands.”
Mark Henning, Executive Director, Media and Digital at Kantar Australia, said “Our conversations should not be about which advertising formats are the most successful individually because the reality is that advertising works best when it’s multi-channel and multi-discipline.
“As consumer consumption patterns shift and we move into new advertising formats, it will be even more important for marketers to consider the basic tenets of advertising best practice and to actively implement campaigns that are multimedia to ensure optimum brand outcomes.”
The IAB MeasureUp conference is the only measurement-focused conference in Australia, designed to help shape digital and cross-media measurement in the Australian market. It features local and international speakers who discuss the ways of measuring the opportunities available for advertisers and the impact of their investments.
Key topics discussed during MeasureUp 2019 include cross-media marketing and measurement; preparing for an industry without cookies; optimising digital video campaigns; customer life time value (LTV), native advertising and brands through the eyes of youth.
The IAB is the peak trade association for online advertising in Australia.