On Device Launches 'State of Digital Brand Measurement'

London-based mobile research and sample specialist On Device Research has partnered with Data Stories Consulting to launch a new report called the 'State of Digital Brand Measurement'.

Founded in 2009 by former M:Metrics execs Alistair Hill and Tim Cleminson, On Device uses proprietary technology to deliver targeted data from profiled global panels. The firm's new report is based on in depth interviews with nineteen senior agency leaders, over a three month period up to October 2019. Alongside the research results, the report includes a series of considerations and best practices for advertisers, agencies and research suppliers.

According to On Device, top line results show that the advertisers who are getting the most out of digital brand measurement are those who apply learnings from research studies to future planning strategies. Further research from On Device confirms that advertisers who measure brand impact multiple times, have enjoyed higher brand awareness shifts (of up to 20%) than those who have only measured digital brand impact once.

Hill (pictured) comments: 'While agencies claim that the majority of digital ads are assessed using brand metrics, the majority of campaign measurement reports employ behavioural and delivery metrics such as clicks, likes or video views, as brand proxies, despite the fact they have no proven link to brand uplift. We hope the insights revealed in the 'State of Digital Brand Measurement' report enable brands, agencies and their media partners to dig deeper into the true brand impact of their digital advertising campaigns'.

Web sites: www.ondeviceresearch.com and www.datastoriesconsulting.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.