Study: Intelligent Flighting Strategies Maximise ROI On Digital Campaigns

Shop and AI. e-commerce concept.
SHARE
THIS



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.”

Please login with linkedin to comment

inskin media Lumen Research ROI

Latest News

The Try-On Evolution: Levi’s Join Bitmoji On Snapchat
  • Media

The Try-On Evolution: Levi’s Join Bitmoji On Snapchat

From Friday, December 4, Snapchatters and Bitmoji users will be able to pair with their own Bitmoji avatars with Levi’s casualwear apparel. The Levi’s x Bitmoji designs will also appear across a variety of experiences on Snapchat including Chat and games, on the Snap Map and in Lenses. All products will be available for purchase […]

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 
  • Advertising

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 

John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020
  • Media

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020

After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]