IAB Ireland’s Publisher Council partnered with Mindshare and client Chupi to run a digital display branding campaign over three weeks in September. Red C Research then 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.
IAB Ireland invited media agencies to submit proposals from advertiser clients to participate in this display research project . A sub-group was set up with members from the Brand and Publishers Councils to review potential advertiser partners for the display research. 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 including Communicorp Media, DMG Media Ireland, Image Media, INM, TheJournal.ie, Maximum Media, News Ireland, Reach plc and The Irish Times.
Display formats used in the campaign included billboards, MPUs, home page takeovers and mobile banners. The digital creative was developed in-house by Chupi and featured different treatments highlighting engagement rings and other Chupi pieces. Key advertising messages which featured in the display campaign included that Chupi is made in Ireland and that engagement rings feature in the Chupi range.
According to the subsequent Red C research these messages achieved strong cut-through with Chupi’s target audience of 25-44 year old females with 57% recognising that Chupi designs and makes engagement rings and 51% recognising that Chupi is made in Ireland. Chupi’s luxury and quality credentials also saw significant uplift.
The campaign reach was 866,000 and delivered 8.7m impressions. Following seeing the campaign half of the audience said they would like to visit Chupi’s website to learn more about the brand and 30% were more likely to purchase Chupi jewellery.
According to JoAnn Baynes, digital marketing specialist, Chupi: “‘We are incredibly proud of the results of this campaign. It’s fantastic to be able to measure the impact this campaign had on brand awareness, brand affinity and brand consideration, especially at such an important time of the year for our business. We are delighted to have worked with IAB, Mindshare and Red C on this project and we were also given the opportunity to work with incredible indigenous publishers who added a level of trust to our brand campaign. This was a fantastic opportunity for Chupi.’
Paul Ferry, head of search and ecommerce at Mindshare adds: “This partnership has been a great opportunity to analyse the power of Content Rich Sites to drive branding metrics. To now have a unique Irish study as a reference point in justifying the role of display on a plan will be extremely valuable for publishers, agencies and clients.’
“We are delighted to share this important research which provides very strong proof points of the branding effectiveness of display advertising. The Chupi campaign has been a truly collaborative IAB output with thanks to our Brand and Publisher Council members as well as Chupi, Mindshare and Red C Research. We look forward to building on these findings in further research projects in 2020,” adds Suzanne McElligott, CEO, IAB Ireland.
