MEMBER RESEARCH: Social Media: Deal or No Deal?

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

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

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