„From Native over digital Ad Specials to Influencers and Data – What works how?”: New study from G+J e|MS on the effects of different advertisement formats - so called “impact funnels” - provides specific guidelines for advertisers.
The study is about the impact of the digital advertisement formats Display, Ad Specials, Native, Influencers as well as about the use of Data and editorial environment. The results demonstrate the strengths of the separate formats for specific impact dimensions and show, which communication options should be used for which goal.
When you want to impress your consumers and affect them sustainably you have to use on appropriate communication strategies and formats. Which digital advertisement format is the right one? And which impacts can be achieved? G+J e|MS has dealt with these and questions in their latest study.
Frank Vogel, speaker of the G+J e|MS management said: ”It is a fact that the digital channel is established as an advertisement format. You’re doing much right, if you focus on digital – but you can do much wrong at the same time, because not all digital is alike. The digital brand communication is becoming more divers, the number of advertising opportunities is infinitely. Our study creates transparency and orientation by showing the interdependency of the different “funnels” and demonstrates specificly, which format should be used at what time.
Transparency in the “impact funnel”
The advertisement “impact funnel” is the centre of the G+J e|MS study – starting with Ad Awareness up to Ad Recognition, Brand Awareness, Brand Sympathy to Intention-to-Buy and Actions taken. Based on accompanying advertising studies of different campaigns, the results were compared and classified in the impact “funnel”. This is possible because of the calculation of the Ad Impact Scores for all advertising impact indicators.
The results show the complex impact interaction and provide specific usage-guidelines for the targeted use of different formats in the terms of an integrated and positive costumer experience:
Frank Vogel summarises the results: “Just as the targeted use of the various instruments in an orchestra ensure for a unique sound experience, an intelligent interaction of the various digital formats also creates a great sound for a campaign, whereby - depending on specific goals of the campaign – certain dimensions of effect can be pushed specially.”
The basis for the G+J e|MS study “From Native over Digital AdSpecials to Influencers and Data – What works how?” is a fundamental study within the G+J media trend (n=1,002), in which the users are asked about their assessment of the advertising formats Display, AdSpecials, Native Advertising, Influencers, as well as editorial Environment and Data. Furthermore, 13 campaigns got examined with accompanying impact studies (n=3,220 survey participants in live-operation). The result is an implicit, as well as explicit impact study. The large-scaled study covered an investigation period of 14 months (May 2017 – July 2018).