The brand building impact of digital advertising has been underestimated

By Paige Murphy | 29 October 2019

Digital channels are effective at delivering brand impact and more cost efficient than most offline channels according to an Australian first report released by Kantar at IAB Australia’s MeasureUp conference.

The report, The Digital Brand Effect, found that the long term retained brand impacts for digital campaigns are at least on par with those of other media; with 20% of the original brand impact of digital campaigns retained for eight weeks after the original exposure.

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Online video and social and online display were also found to have a higher share of brand impact compared to the share of spend, with the report finding that digital touchpoints pay their way back in building key brand building metrics including awareness, brand associations and motivation.

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“The narrative that digital advertising is a purely performance media with little long-term brand impact that has become particularly loud of the last couple of years is a complete fallacy," IAB Australia CEO Gai Le Roy says.

"A wide range of respected independent research companies have been able to demonstrate that digital does have strong brand building ability over many years.

“The Digital Brand Effect using aggregated results from a large pool of campaigns provides a deeper level of information on how marketers can use a range of digital formats, alongside traditional media, to build long lasting successful brands.”

The report also confirmed that digital advertising excels when it is part of a multimedia campaign.

It revealed that up to 45% of digital brand effects are a result of working with other digital or offline media to produce synergistic effects, while up to 22% of digital brand effects are a result of working with other offline media.

“Our conversations should not be about which advertising formats are the most successful individually because the reality is that advertising works best when it’s multi-channel and multi-discipline," Kantar Australia executive director, media and digital Mark Henning says.

"As consumer consumption patterns shift and we move into new advertising formats, it will be even more important for marketers to consider the basic tenets of advertising best practice and to actively implement campaigns that are multimedia to ensure optimum brand outcomes.”

The Digital Brand Effect report analysed the brand impact delivered by digital and other media based on over 145 Australian Kantar Cross Media Brand Effectiveness studies, over 1,300 Global Kantar Cross Media studies, and 14,500 Global Kantar Digital Brand Lift studies.

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