Search brand case studies for evidence of digital's effectiveness
We’ve pulled together examples of effective digital campaigns from across the industry to help you supercharge your digital advertising. Filter by objective, format and sector to find the work most relevant to you.
The five rules of effectiveness
We have teamed up with Kantar to analyse and test the factors that create an effective digital display campaign. Analysis of the top 20% performing campaigns reinforced five basic rules for getting it right:
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Ensure the messaging is focused
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Make the brand instantly visible and prominent across all frames of the ad
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Deliver new information about the product of brand
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Make sure ads are highly relevant – targeting is key
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Highly likeable ads are more likely to drive awareness
Five ways to maximise ad attention online
Generating attention is a key component when it comes to understanding digital advertising’s overall effectiveness. We’ve teamed up with eye-tracking specialists Lumen and IPSOS MORI to identify five key ways brands can boost the attention of their digital ads.
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Quality matters
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Think about location
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Clean up clutter
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Tap into smart targeting
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Be creatively fit for purpose
Five rules to ensure the quality of digital advertising
1. Make it relevant
2. Blend in – contextual content is see as better quality
3. Well-made = well done
4. Honesty wins out - authenticity and transparency resonate
5. Don’t interrupt – consumers have a broader definition of ‘pop-up’ ads
Digital is Effective
Previous IAB UK research in collaboration with Kantar Millward Brown, OnDevice Research and RAM demonstrates that digital display advertising is effective across all key marketing metrics, including awareness, brand perception, education and sales intent.