Why combine several advertising formats

A common dilemma: put the whole budget into one format or split it across several? Research by Magna and IPG Media Lab gives a clear answer.

What the research says

• The same ad works harder when the audience sees it in several formats.
• People remember a mix of formats as a story, not as one ad.
• With three formats, the ratio of spend to reach was the best.

People remember stories, not single ads.

Formats Flaster combines

• Vehicles in the brand's design that drive the busiest parts of the city all day
• Spot AD: a vehicle at the place and time you choose, e.g. at an event
• Retargeting on social media to people who were near the vehicle
• In-vehicle activations: sampling, flyers, QR codes and games

Everything is measured in one place, so you see what each format delivers and how to combine them next time.

Source: Magna and IPG Media Lab