Study: Branding also works digitally
For the first time, a comprehensive study by Plan.net, GfK, and the Swiss publishers Tamedia, Ringier, NZZ, and Swisscom has demonstrated the effectiveness of online advertising.
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 implemented
No comprehensive studies on the campaign performance and advertising impact of premium online campaigns existed for the Swiss advertising market until now. That's why the digital agency Plan.net (creation and media) and the market research institute GfK (methodology, measurement), in collaboration with Switzerland's leading premium publishers (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 effect
The unaided advertising recall for the brand of the German premium car manufacturer was increased in the target group (persons 35-74, household income 8'000++ francs) by a total of 32 percent with four to nine contacts, and the aided advertising recall was even more than doubled with 10 and more contacts. Not only the brand, but also the advertising recall for the advertised model had an increase of over 200 percent from ten contacts. At 24 percent for online advertising, recognition of the advertising placed was at a very high level for four to nine contacts. This shows that the higher the contact dose, the stronger the advertising recall.
Advertising media very positively received by target group
The advertising media showcased the product well, were visually appealing and matched the car brand (each with over 55 percent approval). At the same time, the target group did not find the branding advertising media disturbing, even though layer formats were also used. The optimum contact dose in the ad liking process was also four to nine contacts. The purchase intention of the target group could be increased by 15 percent with the optimal contact dose. It is also worth highlighting the fact that 43 percent of the target group could imagine buying a car from the brand, and 19 percent the model advertised in the campaign.
