Yahoo7 Reveals Best Digital Ad Formats For FMCG Campaign Engagement

Yahoo7 Reveals Best Digital Ad Formats For FMCG Campaign Engagement
SHARE
THIS



Yahoo7’s latest Insight Series report, Into The Basket, reveals display formats are best at achieving cognitive engagement, whereas sponsored content and video formats are better at tapping into emotional and behavioural engagement.

Unique advertising campaign objectives can now be matched directly with the most effective ad formats thanks to Yahoo7’s latest Insight Series report, Into The Basket.

Referencing an established research model from US, the report demonstrates display formats were best at achieving cognitive engagement, whereas sponsored content and video formats were better at tapping into emotional and behavioural engagement.

For campaigns seeking a cognitive response, such as gaining consumer attention, interest or awareness, it was found that rich media display and video delivered the most effective results. Furthermore, rich media display formats were better at achieving correct branding, while video most effectively generated spontaneous awareness.

By comparison, campaigns seeking behavioural responses, like consumer interaction (e.g. click-through and recomendation), were best served by a combination of sponsored content and video formats, while emotional engagement, such as improved brand perception or loyalty, was best achieved through video.

The research also demonstrated billboard and MREC formats are most powerful when employed together, while content is most effective when sponsored by display advertising.

Paul Sigaloff, commercial director for Yahoo7 said, “This Insight Series report provides advertisers with an unprecented level of detail into the most effective ad formats to achieve campaign objectives. Advertisers should use these insights to strategically decide which combination of formats will effectively deliver return on their investment.”

“FMCG customers are researching and preparing for their shopping through a wide range of channels, as well as being on mobile in-store, so it’s imperative brands are selecting the right channels and formats to achieve engagement.’

“Our combination of rich consumer insights and comprehensive network offering reaching 3.8 million main grocery buyers makes Yahoo7 the leading partner for FMCG brands looking to achieve truly effective consumer engagement.”

The research consisted of a series of experiments from more than 1,000 respondents across Australia, leveraging various established advertising metrics.

Please login with linkedin to comment

EMMA data insight series Into The Basket

Latest News

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
  • Technology

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams

The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]

PARIS, FRANCE - MARCH 05: In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of an iPhone on March 05, 2019 in Paris, France. The social network broke the rules for the protection of children's online privacy (COPPA) and was fined $ 5.7 million. The fact TikTok criticized is quite serious in the United States, the platform, which currently has more than 500 million users worldwide, collected data that should not have asked minors. TikTok, also known as Douyin in China, is a media app for creating and sharing short videos. Owned by ByteDance, Tik Tok is a leading  video platform in Asia, United States, and other parts of the world. In 2018, the application gained popularity and became the most downloaded app in the U.S. in October 2018. (Photo by Chesnot/Getty Images)
  • Technology

TikTok Offically Reaches One Billion Users

TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
  • Media

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative

Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator.  The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]

Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.

by B&T Magazine

B&T Magazine