Research uncovers method to consumer engagement

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

Referencing an established research model from the US, the report indicates that display formats are best at achieving cognitive engagement, whereas sponsored content and video formats are 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, such as consumer interaction (eg, click-through and recommendation), 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 indicates that billboard and medium-rectangle formats are most powerful when employed together, while content is most effective when sponsored by display advertising.

Yahoo7 Commercial Director Paul Sigaloff says the report provides advertisers with an unprecedented level of detail into the most effective ad formats to achieve campaign objectives.

“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,” he said.

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