Fairfax Media and ANZ release new mobile advertising effectiveness study results

Fairfax Media and ANZ have today released research findings which show that mobile advertising executions on tablets can add 22% in incremental audience to a desktop advertising campaign.

The mobile advertising effectiveness study undertaken by leading research company TNS for ANZ’s Black Rewards credit card campaign examined ANZ advertising across Fairfax Media tablet apps and desktop.

TNS found audience intention to apply for ANZ’s Black Rewards credit card doubled after exposure to the cross-platform campaign, with unprompted brand awareness lifting 10% points.

Additional findings from the study include:

 –      Amongst participants who were exposed to the campaign via tablet, in addition to desktop, there was a 26% point uplift in those who chose ANZ as their first choice when asked to nominate their preferred financial institution.

–      ANZ as a first preference credit card increased by 10% points amongst participants who were exposed to the campaign via desktop alone.

–      Talkability increased by 11% points as a result of the advertisements working together across both platforms.

Says Stewart Heys, Fairfax Media mobile commercial manager: “This is one of the first ad effectiveness studies in market that measures the success of tablet advertising in meeting campaign objectives. This study shows that when used together, Fairfax Media’s masthead desktop and tablet apps are a powerful mix in a media plan.

“Mobile is one of the fastest growing areas of advertising and we are investing heavily in developing market-leading mobile products that deliver results to clients. To communicate the impact of mobile, we are working with research partners like TNS and our advertisers to deliver much-needed advertising effectiveness studies for mobile and tablet advertising.”

The ANZ Black Rewards credit card campaign ran from September to October 2014. The campaign desktop executions included a one day homepage takeover and half page executions across The Sydney Morning Herald, The Age, Brisbane Times, Canberra Times and WA Today sites, as well as a half page execution on Traveller.com.au. The campaign tablet app executions included full and half page placements across The Sydney Morning Herald, The Age and Brisbane Times tablet app news sections.

Says Chaminda Ranasinghe, ANZ head of digital sales and marketing: “A key objective of the Black Rewards campaign was to create awareness and educate consumers on what is effectively a new product category. 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.”

TNS surveyed more than 500 online panellists covering category involvement, brand metrics and creative diagnostics. Tagging and media consumption questions were included to calculate the audience’s opportunity to see the campaign and determine ad exposure.

The complete advertising effectiveness case study for ANZ Black Rewards credit card campaign can be viewed here.