Back to Member Vault

On Device Measurement Manifesto: Advertising is an investment

Tags:

Effectiveness Measurement
Effectiveness Measurement

This content was created by an IAB UK member

Members of IAB UK can contribute to the Member Vault. Log in to submit your content.

To evaluate brand campaigns you need a way to reliably measure and compare advertising's impact on consumer attitudes, whatever the media channel, according to On Device Research

Our measurement manifesto

Back in 2001, our CEO Alistair Hill wrote a dissertation with the snappy title of  “What advertising research methods are used to create the best results for Internet advertising and will this have an effect on the way they are bought?”.

The dissertation wasn’t great, but the conclusion became the problem he wanted to solve when he started On Device. The problem:

To evaluate brand campaigns you need a way to reliably measure and compare advertising's impact on consumer attitudes, whatever the media channel.

To maximise advertising effectiveness, you need accurate Brand Lift measurement. This is harder than it sounds. Here we've broken down our approach into seven essential principles. We call it our Measurement Manifesto and we hope it provides food for thought.

Alistair Hill
Co-Founder and CEO

Even the most cautious of CFOs now accept that brand advertising is an investment, not a cost. Done right, brand advertising creates long-term equity that has a positive effect on future sales. Brand econometrics* has shown that a 1% improvement in consideration and awareness drives a 1% increase in future sales and decreases acquisition costs by 1%.

With small movements creating significant commercial value, it’s essential for your business to maximise brand impact - and embrace brand metrics as a leading indicator of future success.

*Nielsen ROI database

By Lisa Miles, Marketing Manager

On Device Research

On Device provides independent Brand Lift measurement to advertisers, planners and publishers. Our cross-media measurement system makes every aspect of brand advertising accountable. We measure the widest range of media to reveal the truth about brand advertising effectiveness, making solid recommendations to enhance future campaigns and removing uncertainty from media investment.

Posted on: Thursday 27 June 2024