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Wednesday, October 30, 2019
Local Mobile Study - Going beyond the click: Evaluating the effectiveness of mobile advertising in South Africa using brand lift surveys at scale
3:35 PM - 3:55 PM
24.com conducted the largest brand lift study to date in SA, covering 11 brands, 79 campaigns, and almost 23,000 survey responses. We set out to evaluate if and how digital mobile advertising creates value for brands beyond short term click measurements, and in doing so, found interesting relationships between various ad formats and how they moved the brand relationship in different ways. The presentation also covers the impact of audience targeting, messaging type, and brand size on brand lift with a view to giving marketers actionable insights on getting more value from their digital campaigns.
