Cross-media ad effectiveness study

This paper relates the findings of the IAB's research into whether including desktop and mobile ads in a multiplatform ad campaign improves brand impact.
  • The first study involved the launch of a new auto model and included ads ranging from innovative ad formats like pizza boxes in addition to typical (TV, Online, OOH) advertising.
  • The second study examined the ad impact of a well-known cookie dough brand whose ads ran on Desktop, Mobile Web and TV.
  • Across 5 verticals (Auto, CPG, Retail, Finance, Media) the inclusion of digital ad formats in a traditional campaign improves brand impact both individually and in combination with traditional media formats.
  • The research found that desktop and mobile have positive effects on brand impact, given their...

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