The Unconscious Brand Effect of Digital Advertising
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. 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. 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. 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. 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. LONDON - SINGAPORE – DUBAI – NEW YORK
OnDeviceResearch.com
Unsurprising perhaps
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. LONDON - SINGAPORE – DUBAI – NEW YORK
OnDeviceResearch.com
So does advertising work on those who don’t actively recall
ads?
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. 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. 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. 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. 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. 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. LONDON - SINGAPORE – DUBAI – NEW YORK
OnDeviceResearch.com
LONDON - SINGAPORE – DUBAI – NEW YORK
OnDeviceResearch.com
Thankyou
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