Number of contacts decisive for digital advertising impact

Thanks to an online advertising campaign, a German premium car manufacturer was able to significantly strengthen its brand. The figures presented at an IAB Talk for the campaign of a German premium car manufacturer show a clear picture: advertising recall can be greatly increased from four contacts, advertising evaluation is very positive and purchase intention is also increased.First time a comprehensive study for advertising impact implementedNo comprehensive studies on the campaign performance and advertising impact of premium online campaigns existed for the Swiss advertising market until now. For this reason, the digital agency plan.net (creation and media) and the market research institute GfK (methodology, measurement), in collaboration with the leading premium publishers in Switzerland (Tamedia, Ringier, NZZ and Swisscom), examined both the performance and the advertising impact of the online launch campaign of a German premium car manufacturer. The special feature: The launch focused on digital measures and was not accompanied by TV, print or out-of-home.Contact control as a decisive factor for positive effectThe unaided advertising recall for the brand of the German premium car manufacturer was increased by a total of 32% in the target group (people 35-74, household income CHF 8,000++) with 4 to 9 contacts, while the aided advertising recall with 10 or more contacts was more than doubled. Not only the brand, but also the advertising recall for the advertised model increased by over 200% from 10 contacts. Recognition of the advertising placed with 4 to 9 contacts was at a very high level for online advertising at 24%. This shows that the higher the contact dose, the stronger the advertising recall.Advertising media very positively received by target groupThe advertising media showcased the product well, were visually appealing and matched the car brand (with over 55% approval in each case). At the same time, the target group did not find the branding ads distracting, even though layer formats were also used. The optimum contact dose in the ad liking assessment was also 4 to 9 contacts. The target group's intention to buy was increased by 15 percent at the optimal contact dose. It should also be emphasized that 43 percent of the target group could imagine buying a car of the brand, 19 percent the model advertised in the campaign.