Cross-platform approach boosts audience interest for ANZ

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

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in