On Device Research has today announced that Blis – the global leader in advanced mobile location data technology – has won the award for the most effective mobile campaign of Q2 2017 for its work on B&Q’s Fathers’ Day ad campaign.
The award is assessed by analysing the quarterly rankings of mobile ads tested by ODR to establish which campaigns have been most successful at shifting five key brand metrics. The B&Q campaign deployed a variety of eye-catching mobile formats, utilising Blis’ proprietary geo-location ad serving technology in an effort to inspire excitement and generosity among parents and young adults, while driving footfall among those looking to purchase a fathers’ day gift.
The campaign drove brand metric improvements throughout the branding funnel, from awareness through to purchase intent.
Katie Batchelor, Group Head at Blis commented: “We’re really pleased to see that our work on the B&Q Father’s Day campaign has been recognised as the most effective campaign of Q2. As pioneers in location-based mobile advertising, we believe that mobile is a brilliant tool for retail marketers. To see this reflected in the research conducted by ODR confirms our belief that advertisers should be investing more in mobile going forward.”
The ODR Mobile Brand Effectiveness Rankings are determined using five key brand metrics which the digital ad effectiveness research experts have tested across over two hundred and fifty campaigns. By comparing percentage point uplifts between a group of respondents who have been exposed to mobile ads and a group who have not, effectiveness is determined across five measures throughout the branding funnel: Total Brand Awareness, Top of Mind Brand Awareness, Online Ad Recall, Brand Consideration and Purchase Intent. The effectiveness rankings are calculated using the average percentage point uplift across the five metrics tested.
The Blis B&Q campaign conforms to seven of ODR’s mobile creative best practices: a checklist of ten creative guidelines to which the top performing mobile adhere. Given that the top 20% of ads tend to conform to six or more, it comes as no surprise that the B&Q ad’s clear messaging and call to action, human presence and omnipresent logo created an eye-catching ad experience that had impact throughout the branding funnel.
The top five mobile ad campaigns in Q2 2017 fell in to the following industry categories:The ODR Mobile Brand Effectiveness Rankings are determined using five key brand metrics which the digital ad effectiveness research experts have tested across over two hundred and fifty campaigns. By comparing percentage point uplifts between a group of respondents who have been exposed to mobile ads and a group who have not, effectiveness is determined across five measures throughout the branding funnel: Total Brand Awareness, Top of Mind Brand Awareness, Online Ad Recall, Brand Consideration and Purchase Intent. The effectiveness rankings are calculated using the average percentage point uplift across the five metrics tested.
The Blis B&Q campaign conforms to seven of ODR’s mobile creative best practices: a checklist of ten creative guidelines to which the top performing mobile adhere. Given that the top 20% of ads tend to conform to six or more, it comes as no surprise that the B&Q ad’s clear messaging and call to action, human presence and omnipresent logo created an eye-catching ad experience that had impact throughout the branding funnel.
The top five mobile ad campaigns in Q2 2017 fell in to the following industry categories:
This articles originally appeared on the On Device Research website here
