Key Takeaways

  • Spending across multiple platforms delivers greater ROI than investing in single platforms.
  • There is actually a “kicker effect” when television is added back to digital spending—this is also true for millennials who consume both traditional and new media
  • “Silo investing” in some digital formats too heavily can have diminishing returns and even cause sales to decline
  • Consistent creative is the compound interest of brand building in today’s cross platform world
  • The data demonstrate how “new” media, be it mobile or digital, actually complement traditional media
  • Optimizing your creative to the platform and the context in which the ad appears increases effectiveness measured through emotional engagement, memory activation, and recall
  • Cross-platform campaigns can outperform a single platform: Coordinating the creative strategy in a cross-platform campaign builds up memory through exposure to the same message across different platforms, creates synergies, and can lead to significantly higher ROI
  • Mobile surveys should be 10 minutes or less – half the time of the optimal on-line survey
  • Mobile surveys need to be “thumb friendly” for consumers – no pinching, scrolling, with large buttons and text boxes. They need to load quickly, so the use of multi-media should be minimized
  • The mobile survey questions need to be clear and legible, with short, simple questions, with redesigned response options that can be easily understood, and appear large enough to read on the smaller screen
  • Consumers want to be engaged – people’s satisfaction with survey increases if the survey is interesting, interactive, and respects their intelligence
  • People want to share their opinions, and the more you entertain them in that process, the better the data, and the higher the chance they’ll stick with you and complete the survey
  • Growth generations are mobile. Millennials and multicultural consumers are significantly more likely to reply to surveys on mobile devices than the broader population

Event Content

Chris Bacon – EVP, Research and Innovation, Mobile, The ARF
Manuel Garcia-Garcia, Ph.D. – SVP, Research & Innovation, The ARF
Jasper Snyder – VP, Research & Innovation: Cross-Platform, The ARF
Horst Stipp, Ph.D. – EVP, Research & Innovation: Global & Ad Effectiveness

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How Advertising Works