Photo by Kenny Eliason on Unsplash.
IAB Australia’s Ad Effectiveness Council has released a research paper - 'Elevating brands through multi-channel excellence'.
A collaborative effort between members of the council, it provides evidence for marketers of why multi-channel advertising campaigns are more effective at delivering business outcomes and offers guidance for creating and measuring successful multi-channel campaigns.
The research synthesis covers a range of topics in relation to multi-channel advertising campaigns including evidence of the beneficial synergistic effects on brand and ROI, the strong role that creative execution and contextual environments play in effectiveness, and the importance of reach.
It also reviews how to mitigate the risks of adding new channels to the media mix and ways to figure out the right mix for end-to-end advertising messaging, as well as balancing conversion-focused initiatives with long-term, brand building needs.
The paper includes an Optus case study and another on BIG4 Holiday Parks.
IAB Australia research director Natalie Stanbury said the goal with this whitepaper is to highlight the role the diverse variety of media channels play in optimising advertising investments.
"Given current market challenges, it is critical that brands have the tools in place to understand the impact that all channels are having on business outcomes," she said.
"The paper advocates not waiting out tough economic conditions by continuing heavily skewed investment towards performance or single channel campaigns but instead, rebalancing budget across the funnel.”
The IAB Ad Effectiveness Council undertakes various activities to provide guidance to the industry on the best methods to assess the impact of marketing activities along with insight and inspiration to help marketers optimise their digital advertising investment.
The Council includes representatives from 34 companies spanning media owners, data agencies, media agencies, research companies, tech vendors and advertisers.
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