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NEWS: Multiplatform campaigns increase brand impact

Two-device exposure for brand advertising results in a 60 per cent uplift in ad awareness compared to single-device exposure, a new report has shown.

The study, by The Association of Online Publishers, PHD, Manning Gottlieb OMD and Celtra, also saw brand consideration increasing from six per cent to 30 per cent. Brand recommendation increased from zero per cent to 15 per cent.

Meanwhile mobile-only ad exposures show the greatest campaign uplifts: 80 per cent increase in awareness and 133 per cent increase in ad recall.

The performance of brand advertising on premium content sites delivers twice the levels of trust as non-premium sites.

Rachel Robinson, head of mobile, PHD, said: “It has become increasingly important for us to understand not only behaviour on devices in isolation, but the interplay between mobile, tablet, and desktop, and how this influences user response.”

Lolly Mason, head of publisher development, Celtra, added: “The fact that mobile showed a particular impact on brand metrics – regardless of whether or not immediate conversions took place – strengthens our position that mobile should always be included in brand campaigns where possible.”