Tablet-desktop campaign increases unprompted brand awareness by 10 percentage points
A cross-platform advertising campaign across tablets apps and desktop for ANZ's Black Rewards credit card offer delivered significant benefits for the bank according to Fairfax Media.
The bank partnered with the media company to study how a cross-platform approach would affect the success of a marketing campaign. Market research company, TNS, conducted the study.
The campaign ran from September to October 2014, with 505 online panellists surveyed on category involvement, brand metrics and creative diagnostics. The panellists were also asked questions on tagging and media consumption to calculate and determine ad exposure.
The desktop part of the campaign was a one day homepage takeover and half page across The Sydney Morning Herald, The Age, Brisbane Times, Canberra Times and WA Today websites, with a half page on Traveller.com.au. The tablet component included full and half page placements across The Sydney Morning Herald, The Age and Brisbane Times news sections.
The study showed that people’s intention to take up ANZ’s Black Rewards credit card offer doubled when using both tablet app and desktop, with an uplift in unprompted brand awareness by 10 percentage points.
Furthermore, the bank saw a rise in consumers choosing ANZ as their preferred financial institution by 26 percentage points, with talkability increasing by 11 percentage points.
Overall, the bank saw a 22 per cent increase in campaign reach using the cross-platform approach.
“A key objective of the Black Rewards campaign was to create awareness and educate consumers on what is effectively a new product category,” ANZ’s head of digital sales and marketing, Chaminda Ranasinghe, said in a statement.
“The results of the TNS research study help to validate that a cross-platform approach is impactful and resonates with users, driving brand consideration and purchase intent.”
Fairfax Media’s mobile commercial manager, Stewart Heys, said mobile is one of the fastest growing areas in advertising and the study shows how desktop combined with tablet can be a “powerful” mix.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.
Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.
There are five tell-tale signs your brand needs to take a long hard look at itself.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Why it's important for me to know that? I don't get it, sorry.
James Fogle
7 things you need to know about Facebook's mood experiment
Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...
Govind Dadhich
Image intelligence:10 must-see infographics for marketers
Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...
Radiata Solutions
6 Ways to ramp up Social Media to Your Web Design
I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...
Ekaterina Khramkova
Forget customer experience, human experience is marketing's next frontier
Thank you, so do I.
David Freeman
Sustainability of message: H2coco founder's commitment to consumers