Two is Better Than One

By David Murphy

AOP John Lewis

The Association of Online Publishers (AOP) has released the results of a study into the effectiveness of cross-device advertising carried out by in conjunction with PHD, Manning Gottlieb OMD, Celtra and Research Now.

The study was based on two campaigns, run by car maker SEAT and department store John Lewis, which between them served over 18m impressions between mid-October and mid-December 2014. The SEAT campaign targeted ABC1 adults, while the John Lewis campaign targeted ABC1 females.

The rich media ads, built using Celtra’s AdCreator platform, were served across 18 sites, with the intention being to measure the uplift in the effectiveness of the campaigns among consumers who were exposed to the ads on more than one device.

Exposure to the ads was frequency capped to four impressions per consumer, using Research Now’s panel, who have meters on their PCs, tablets and smartphones which allow the company to monitor their online behaviour without the panel being aware that they are being studied ahead of the study. 2300 consumers were surveyed for the study.

The panel was split into seven cells: a control group, not exposed to the advertising on any device; one group each exposed to the ads on one of the three …read more

Source:: Mobile App News

      

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