MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the UK.

There were winners in six other categories: Consumer Attitudes and Behaviour, Consumer Devices, Digital Advertising Formats, Advertising Solutions, Research and Data Innovation, and Audience Measurement. Two papers were also highly commended. WARC subscribers can read the studies in full here.

In October 2017, Google launched a campaign to promote the Pixel 2.0 handset, running across numerous out-of-home billboard sites and digital channels and which required a raft of effectiveness research against which it could test, learn and iterate the branding impact of future campaigns.

On Device Research embedded a 1x1 pixel tag in campaign creative, visualising campaign exposure against its panel of 100,000 device IDs and served brand surveys to test and control groups to isolate brand impact.

Longitude and latitude data for out-of-home sites running Google advertising was cross-referenced against geo-location and device ID panel data to passively measure out of home opportunity-to-see with control and exposed group brand metrics compared accordingly.

Digital activity showed an additional 19 point uplift in consideration upon out of home, a six point uplift in brand desire and an additional five point uplift in purchase intent.

A pan-European study by OMD EMEA looked at how consumers respond to the use of artificial intelligence and found that while they are generally open to the concept, there are some key differences in individual countries that will shape a brand’s approach to using this technology.

This research, which won in the Consumer Attitudes and Behaviour category, identified an opportunity for brands to inspire people about the benefits and current capabilities of AI in very practical ways, demonstrating functional utility over frivolous gimmicks.

Sourced from IAB Europe; additional content by WARC staff