Google Pixel 2 wins best Brand Advertising Effectiveness award at the 2018 IAB Europe Research Awards

Last week saw Google’s Pixel 2 campaign pick-up the top prize at the 2018 IAB Europe Research Awards for best Brand Advertising Effectiveness.  The IAB Europe Research Awards recognise and showcase great European digital research projects and the contribution they have made to the development of the advertising industry.

In a collaborative project led by OMD UK with support from Talon and Essence, we used OnDevice Research to measure the incremental impact of cross-channel exposure to Google’s Pixel 2 Q4 2017 outdoor and digital campaign.

 

With the help of Talon we supplied OnDevice Research with longitude and latitude data on all the outdoor sites in order to build ‘virtual fences’, helping us to create pools of respondents ‘exposed’ to the outdoor activity.  With additional support from Essence, we also commissioned OnDevice Research to embed a 1×1 pixel tag into the campaign’s digital creatives, helping us to determine digital campaign exposure against a panel of 100,000 device IDs.

Through this innovative technique, we were able to passively monitor exposure to both Google Pixel 2’s outdoor & digital campaign in order to measure the incremental impact of cross-media exposure.

The results showed that multiple media exposure across out of home and digital drove a clear brand multiplier effect.  Although the out-of-home activity in isolation drove strong brand uplifts, the addition of digital resulted in the following results:

  • An additional 19 point uplift in consideration upon out of home only.
  • An additional six-point uplift in brand desire.
  • An additional five point uplift in purchase intent.

Evros Agamemnonos, Insight Director at OMD UK and the project manager, was delighted by the win saying that “outdoor tracking has come a long way over the last few years, so we at OMD UK are pleased that our efforts to move away from claimed techniques and embrace passive methodologies is being recognised at an industry level, helping to break new ground here in the UK and setting the standard for future campaign evaluation”.

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Evros Agamemnonos

Ask Evros any question and he’ll answer it – no matter the subject, Evros loves the challenge of finding out something new about consumers and brands and applying the knowledge in a strategic setting.

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