On Device study highlights benefits of cross-media ads

On Device has released a new whitepaper titled "Unlocking the Power of Cross-Media Brand Advertising," which reveals key insights into the effectiveness of cross-media campaigns.

The whitepaper is based on data gathered from 100 randomly selected brand lift studies carried out between June 2022 and June 2024 for On Device clients. These studies encompassed over 320 separate media strands and aimed to measure the effectiveness of cross-media campaigns.

According to the analysis, cross-media campaigns are more effective than single-media campaigns in improving brand lift metrics across all stages of the marketing funnel. This effectiveness was consistent across various media budget levels.

Cross-media campaigns have the potential to create a "Brand Lift multiplier effect," which enhances performance due to the combined use of multiple media and boosts the effectiveness of each individual medium.

Sarah Robson, Global Head of Advertising Effectiveness at On Device, stated, "It's crucial to measure the role each media plays in campaign effectiveness - both individually and in combination. Not only does it enable you to identify the right media combination for your brand objectives, but it can also multiply the impact of your advertising beyond the sum of the individual parts, maximising the effectiveness of your media budget and improving brand metrics faster."

The study revealed that each media type has a unique "Brand Lift footprint," showing its effectiveness in moving consumers through different stages of the funnel. Some channels demonstrated exceptional performance in one or two metrics, while others showed consistent capabilities across the marketing funnel.

Interestingly, the increased effectiveness of cross-media campaigns did not correlate with the magnitude of media investment. Campaigns were analysed with varying budgets, showing that smaller advertisers reap benefits from cross-media strategies, even with more modest budgets.

The analysis highlighted the significant role TV and digital video play in successful cross-media campaigns. On Device's Cross-Media Measurement System, which passively tracks ad consumption across various channels, facilitated this detailed examination.

The whitepaper underscores the importance of understanding each media's strengths to plan an optimal media mix. The research supports the notion that cross-media campaigns generate a Brand Lift multiplier effect through better use of multiple media and enhanced effectiveness of individual media types.