MEMBER RESEARCH: Social Media: Deal or No Deal?

Posted on: Thursday 07 December 2017

New insights into Digital Ad Effectiveness from Kantar Millward Brown and the Saïd Business School, University of Oxford.

Share this

New insights into Digital Ad Effectiveness from Kantar Millward Brown and the Saïd Business School, University of Oxford.

The project comprises of two parts. Firstly, an analysis of Kantar Millward Brown MarketNorms data and secondly, an analysis of Kantar Millward Brown Facebook/ Instagram Norms.

Key findings are:

  • Brand Impact: Social media can drive long-term brand impact, particularly in salience (brand awareness, ad awareness), and most campaigns have a positive impact on brand KPIs

  • Context Matters: brands that communicate in their own Facebook/Instagram posts using “human” language, tapping into people’s emotions and avoiding the more functional words and phrases, tend to also be those brands that perform well in the brand impact of their advertising

  • Desktop isn’t dead: average lift for brand KPIs on desktop is now the same as mobile, so the ‘new and shiny’ of mobile may have worn off, and desktop is still heavily used for some categories, e.g. travel

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Share this

Topics

Related content

Podcast

Stay Engaged Session 11: The Art of Successful Troublemaking

Learn more
Sarah Lewis

What Is the Future of Video Advertising in a Cookie-less World?

Learn more
Podcast

Stay Engaged Session 10: The Power of Personalisation

Learn more
Listening Britain man

Listening Britain Spring 2020: 29m listen to online audio weekly

Our downloadable deck and infographic pull together key findings from the latest Rajar MIDAS data on online audio listening habits in the UK

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.