On Device Measurement Manifesto - Advertising works passively.

Back in 2001, our CEO Alistair Hill wrote a dissertation with the snappy title of  “What advertising research methods are used to create the best results for Internet advertising and will this have an effect on the way they are bought?”.

The dissertation wasn’t great, but the conclusion became the problem he wanted to solve when he started On Device. The problem:

To evaluate brand campaigns you need a way to reliably measure and compare advertising's impact on consumer attitudes, whatever the media channel.

To maximise advertising effectiveness, you need accurate Brand Lift measurement. This is harder than it sounds. Here we've broken down our approach into seven essential principles. We call it our Measurement Manifesto and we hope it provides food for thought.

Advertising works passively

Advertising deals with emotions. Over time it builds connections, associations and memories to create mental availability for your brand. But, it’s a very noisy world - we’re constantly bombarded by advertising messages and human memory isn’t perfect. We’ve proven that you can’t trust ad recall for brand lift measurement. Our benchmark database shows an average of 2% uplift* in purchase intent from consumers who don’t recall seeing ads.

If you’re not building your control and exposed groups using a passive measurement solution then your data isn’t robust and there’s a high risk that you’re underestimating campaign impact. Passive measurement is essential to get to the truth about campaign effectiveness. 

*On Device Benchmark Database 2022, analysing 20 studies across 10 categories.