Using Digital Display to drive brand metrics

IAB IRELAND CHUPI RESEARCH PROVES THE BRANDING POWER OF DISPLAY ADVERTISING ON CONTENT RICH SITES

  • Awareness increased by 20% among Chupi’s target audience and by 38% in the general population
  • 48% increase in Brand Consideration
  • Brand Image metrics grew by 16%

IAB Ireland’s Publisher Council partnered with Mindshare and client Chupi to run a digital display branding campaign over 3 weeks in September. Red C Research conducted pre and post campaign research to measure the effect of Display Advertising on content rich sites on Brand Uplift Metrics.

This research was commissioned by IAB Ireland in response to IAB’s Brand Council ask for a better understanding of Digital Display advertising’s effectiveness to drive brand values.

The jewellery brand Chupi was the successful advertiser which met the key criteria specified including ceasing non digital advertising during the research period in order to effectively isolate the Display results.

Display inventory to the value of €65,000 was provided by IAB Ireland Publishers: Communicorp Media, DMG Media Ireland, Image, INM, TheJournal.ie, Maximum Media, News Ireland, Reach plc and The Irish Times.

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