How to win the battle for attention

Advertising that is remembered provides a better return on investment. This means that the marketing budget is used more efficiently and the advertising has a lasting effect on the target audience.

Advertising recall is not only a measure of how well an advertisement works, but also an indicator of how effectively a brand communicates with its target audience. When consumers remember your advertising, they're more likely to remember your brand, which helps strengthen your brand's position over time.

Through our advertising trackers, we measure advertising recall over time and across many campaigns. This provides us with a solid basis for assessing differences in effect per format. In the image below, we see that ad recall varies significantly between the different formats.

Preroll on web TV comes out on top, with as much as 50 percent recall, making it the most effective format. Due to limited inventory for preroll, we have recently developed display products that also provide good recall. One solution we are particularly proud of is mobile takeover. This is a format where the advertiser "owns" the entire mobile article. The solution consists of several formats that together give almost as good results as a preroll. Topscroll and fullscreen also come out very well in our trackers, and should not be underestimated. Recall levels of 35 - 39 percent are still strong numbers and are also positioned to provide good coverage, lots of inventory and ease of purchase.

Large formats also help the small formats.

Through research conducted by Inskin, we can read that the use of large formats increases the visibility of even the smaller standard display formats. This gives us good tools for planning entire campaigns, which often consist of a combination of large formats and small, more cost-effective tails.

If you want advice on your next campaign, don't hesitate to contact your Aller representative here