Australia's Interactive Advertising Bureau (IAB) Ad Effectiveness Council has released a research synthesis titled 'Elevating brands through multi-channel excellence'. The paper is a collaborative effort of the council members and provides marketers with evidence on the effectiveness of multi-channel advertising campaigns in delivering business outcomes.

The research covers a range of topics, including the synergistic benefits on brand and ROI, the role of creative execution and contextual environments in effectiveness, and the importance of reach. It also discusses strategies to mitigate the risks of adding new channels to the media mix and ways to determine the optimal mix for end-to-end advertising messaging.

Case studies from Optus and BIG4 Holiday Parks are included in the paper, offering real-world examples of the concepts discussed. The IAB Ad Effectiveness Council comprises representatives from 34 companies spanning media owners, data agencies, media agencies, research companies, tech vendors, and advertisers. Contributors to the white paper include Bench Media, IAS, Kantar, Mutinex, Neuro-Insight, Nielsen, Rival Media, and Samba TV.

Natalie Stanbury, Research Director at IAB Australia, explains the purpose of the white paper: "Our goal with this whitepaper is to highlight the role the diverse variety of media channels play in optimising advertising investments. Given current market challenges, it is critical that brands have the tools in place to understand the impact that all channels are having on business outcomes. The paper advocates not waiting out tough economic conditions by continuing heavily skewed investment towards performance or single channel campaigns but instead, rebalancing budget across the funnel."