Study: Intelligent Flighting Strategies Maximise ROI On Digital Campaigns

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Interspersing high-impact ad formats with standard ad formats is key to maximising the Return on Investment (ROI) on digital campaigns, according to a study from Inskin Media and Lumen Research.

The research showed that seeing a high-impact format can significantly increase the cut through potential, pegged ‘amplification effect’, of standard display advertising, increasing its likelihood of being noticed by 27 per cent, and its visual engagement time by 39 per cent.

Regression models showed that the amplification retention rate was 75 per cent per day, meaning that as time passes, the net attention lift to the standard format caused by the high-impact format will weaken.

Using this data, the strength and longevity of amplification effects can be optimised with intelligent flighting scenarios.

Three different flighting scenarios were modelled during the study, in order to derive recommendations based on campaign criteria such as budget and duration.

Inskin Media head of insight Dominic Tillson said:“The results show that for short burst campaigns, front-loading with high-impact ads drives the most amplification of standard ads. For longer-term campaigns, regular exposure to high-impact ads drives more amplification over time and increasing their frequency drives even greater amplification effects.

“What this means is that with intelligent planning around the needs of each campaign, media planners can drive greater attention at no extra cost, which in turn increases conversions and brand recall, ultimately benefiting overall brand building and campaign performance.”

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