The study, developed by Schibsted Media in collaboration with Erik Modig, a researcher at the Stockholm School of Economics’ Institute for Research, is titled the Schibsted Effect Study. It follows last year’s Schibsted Attention Study, which highlighted the importance of brand platforms and design in driving impact in digital channels.
This year’s Schibsted Effect Study demonstrates that customized approaches, tailored to each brand’s unique conditions, can maximize both attention and impact in digital advertising – if applied correctly.
“Many brands focus on short-term tactical efforts, which actually reduce visibility and accessibility for consumers. We now see that the key to success is to build strong, clear brands over time, increasing both visibility and mental availability, based on each brand’s specific conditions. This is critical to becoming the obvious first choice,” says Karolina Nilvang, Research and insight manager at Schibsted Media.
In 2024, Schibsted Media partnered with ten advertisers across ten different industry categories. Each advertiser ran two campaigns within Schibsted Media’s network. The campaigns were analyzed using technical campaign measurement, attention measurement, and impact evaluation.
Key Insights from the Study
Three key takeaways include:
- Clear brand elements: Effective ads require distinct brand assets to maximize recognition in a short time, such as colors, logos, slogans, and graphic elements that help consumers quickly associate the ad with the brand.
- Consistent design: Uniformity in design and messaging is essential to increase recognition and connection to the brand.
- Long-term efforts: Building a strong brand identity requires long-term effort but leads to greater visibility and mental availability over time.
“Another important insight is that even small adjustments can create significant effects – if they are data-driven, insight-based, and purposeful. It’s often in the smallest details that the biggest results are born,” says Karolina Nilvang.
Erik Modig, who was involved in developing the study, adds:
“The study adds valuable knowledge about how digital channel advertising works. Many companies can increase the impact of their advertising by following these conclusions. The short time customers view ads means companies must be very clear. It’s often difficult for companies to accept the need for simplicity in their messages. Adopting an outside-in perspective on advertising is always crucial.”
The Schibsted Effect Study will be launched in spring 2025. A preview version is already available for download at:
https://schibstedforbusiness.se/rapporter/schibsted-effect-study-short-version/
Participating Brands
- SAS
- Dina Försäkringar
- Pågen
- Skellefteå Kraft
- Audi
- Electrolux
- Hertz
- Cubus
- Unionen
- Nordnet
