The success of modern marketing is underpinned by a marketer’s ability to measure the impact of each campaign. They must prove that every initiative secures a high return on investment, performs exceptionally well across every channel, and ultimately, improves the business’s bottom line.
This is often done by measuring a range of digital performance metrics – and will likely include the following:
- Ad impressions – broken down by channel, platform and device
- Video views and completion rates
- Total clicks and click-through-rates
- Social media engagement – shares, clicks, reactions and comments
- Conversions – form submissions and sales enquiries
- Number of purchases made within the duration of the campaign
At first glance, it appears as though the above measures will provide a clear indication of whether the campaign was a success or not.
Look beyond the numbers
What digital performance metrics can’t give you is the ‘why’ behind consumer behaviour. Why is the click-through-rate only 1.2%? Why didn’t many people convert on the landing page? Why are sales low despite generating so much traction on social media?
This is where insights derived from advertising effectiveness studies come into play. They inject colour and context into an otherwise black and white picture of numbers and statistics.
Advertising effectiveness, explained
Put simply, advertising effectiveness studies is a market research technique where two groups of respondents (a group that has been exposed to your campaign, as well as a control group that hasn’t) are asked to answer a set of questions that are designed to measure key brand metrics.
Let’s take a quick look at these metrics:
- Brand awareness is the extent to which consumers recognise your brand. It relates to how consumers can identify brands under various conditions. There are two distinct types of brand awareness that are most commonly measured:
- Brand recall: The measurement of how well a brand is connected with a product type or class of products by consumers.
- Brand recognition: The ability of a consumer to recognise one brand over other brands.
- Purchase intent refers to the probability that a consumer will buy your product or service. Understanding what factors positively contribute to purchase intent allows marketers to utilise predictive modelling to understand what engagement indicators lead to better business outcomes.
- Brand perception relates to how consumers interpret your brand. It’s how consumers think, feel and react to your brand based on sensory experiences. Understanding how your brand is perceived allows you to optimise your marketing strategies and deliver the biggest impact.
- Brand advocacy is the measurement of how likely someone is to recommend your brand to others. Measuring brand advocacy allows you to understand how your customers share information about your brand; word of mouth, referrals and user-generated content.
Once the survey is complete, the results of the exposed and control groups are compared side-by-side. It instantly becomes clear which campaign elements generated the biggest uplift in brand metrics and – most importantly – why. This eliminates gaps in visibility and tells a story around just how likely consumers are to remember your ad, buy your product and speak positively about your brand to their friends.
By tapping into this direct consumer feedback, marketers are armed with the knowledge they need to create clever, impactful, high-performing campaigns well into the future.
A recent media campaign for one of our charity clients saw a 12% increase in brand awareness, and a 6% uplift in likelihood to recommend the charity to their friends and family. This empowered their marketing team to secure additional resources to replicate the messaging, call-to-action and media mix for their upcoming donor acquisition strategy.
Our key strength is that we are connected to a large, global consumer research panel of highly engaged respondents. This means that we take a direct approach to ad effectiveness research. Our adtech is linked to our panel platform, so the moment a consumer has seen our client’s campaign, we can serve them a questionnaire to find out exactly what they’re thinking.
Pure.amplify’s ad effectiveness studies are unique in-market. They empower our clients to move beyond the use of performance metrics – and towards a more holistic, valuable and tell-all solution.
Stop guessing. Start knowing. Talk to our team to find out more.