Research finds brand building impact of digital advertising underestimated

VANESSA MITCHELL | October 29, 2019

Research finds brand building impact of digital advertising underestimated
The report, The Digital Brand Effect, released by Kantar at IAB Australia’s MeasureUp conference, found the long-term retained brand impacts for digital campaigns are at least on par with those of other media, with 20 per cent of the original brand impact of digital campaigns retained for eight weeks after the original exposure. 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 digital touchpoints pay their way back in building key brand building metrics including awareness, brand associations, and motivation. While the most successful digital brand campaigns deliver a brand impact of 3.5 times that of other campaigns, success is not driven by increased campaign spend, rather success was found to be driven by designing creative with context in mind, integrating digital campaigns with other media and managing frequencies.

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The 2017 Berkshire Hathaway HomeServices national advertising campaign features a poignant television spot that never mentions “home” but instead allows you to feel the importance of home. The spot, titled “Place,” includes vignettes of people both home and away acknowledging


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Spotlight

The 2017 Berkshire Hathaway HomeServices national advertising campaign features a poignant television spot that never mentions “home” but instead allows you to feel the importance of home. The spot, titled “Place,” includes vignettes of people both home and away acknowledging

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