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Inclusion of Mobile & Desktop Ads Improves Cross-Media Campaign Effectiveness Across Brand Impact Metrics, According to IAB Research

Pairing of Digital & TV Proven to be Strongest Channel Combination

NEW YORK, NY (January 13, 2017)IAB (Interactive Advertising Bureau) today released the “IAB Cross-Media Ad Effectiveness Study,” research which proves that media plans that include mobile and desktop advertising executed simultaneously with traditional offline media consistently drive greater lift across brand impact metrics than traditional offline media alone.

The research examined major brands’ live campaigns, as they ran, in five verticals—Automotive, CPG, Retail, Finance, and Media—revealing that mobile web, mobile app, and desktop advertising are all effective drivers of brand impact. The study further demonstrates that while digital advertising alone is effective for some brand metrics, when combined with other media it becomes a critical part of a mix that can be used to reinforce messages seen offline. For example, analysis of a campaign advertising the launch of a new auto model showed that the inclusion of mobile web ads combined with any other media lifted brand familiarity by 19 percent.

The best channel combinations typically include at least one of these digital options—mobile web, mobile app, and desktop—and TV. For instance, a new auto model campaign showed that the combination of desktop plus mobile web plus TV resulted in a 211 percent lift in unaided brand awareness. This same powerful combination was also responsible for 47 percent of the total campaign lift in purchase intent in a campaign for a well-known CPG food brand.

“The findings from this study confirm to marketers the tremendous impact of the addition of digital to brand marketing campaigns,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “As interactive screens take an even more central role in our lives, they need to become a fixture in the media mix. Digital is crucial, if brands want to get the most out of any advertising investment.”

Drawbridge was the Gold sponsor of the study, with Discovery Communications and YuMe serving as Bronze sponsors.

To download the complete “IAB Cross-Media Ad Effectiveness Study,” please go to

Research Now conducted ad effectiveness campaigns across five live campaigns, each of which surveyed thousands of single-source panelists who had seen the ad in addition to over 400 unexposed control respondents. The results were further examined using Research Now’s multi-touch attribution regression model. Digital exposure was tracked via first party cookie, mobile in-app via device ID and offline media via OTS.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]