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Category: advertising effectiveness
A measure of the likelihood that the target audience will consider purchasing a product or service as a result of viewing an advertising campaign featuring the product or service. An example of a question utilized to elicit consider intent: The next time you are choosing a casual dining restaurant, how likely are you to consider Applebee’s?
Consideration is an important measure of brand health, and is often measured in advertising effectiveness studies. Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased consideration.
A measure of the likelihood that the target audience will purchase a product or service as a result of viewing an advertising campaign featuring the product or service. An example of a question utilized to elicit purchase intent: The next time you are choosing a casual dining restaurant, how likely are you to choose Applebee’s?
Purchase Intent is an important measure of brand health, and is often measured in advertising effectiveness studies. Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased consideration.
Purchase Intent is a key metric for analyzing the success of online or offline media spending based on ROI. “It is becoming very important because we constantly have to be able to say if investing in [certain] types of media will drive towards a response,” says an agency researcher in AdAge.
One way to increase intent to purchase is to diversify your media mix---adding print or online to TV for example,
according to a study by market researcher Advertiser Perceptions. Their research showed that consumers were more likely to express an intention to buy with multiple media across categories such as consumer electronics, apparel, automobiles, beer and toiletries.
A measure of how well the target audience is able to recall the specific messaging from an advertising campaign. An sample question: Which casual dining restaurant, if any, uses the following message in its advertising: “Welcome to the Neighborhood.” Typically the campaign message being measured is explicitly stated in all components of the campaign being measured.
Message Association is an important measure of brand health. Advertising effectiveness studies utilize a control exposed methodology to measure whether message association has increased as a result of an advertising campaign or marketing program.
A measnure of a respondent's overall opinion about a brand. A sample question to elicit the level of brand favorability would be: How would you describe your overall opinion about Applebee’s? Respondents are asked to rate their opinon on a scale similar to the following: Very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, very unfavorable.
Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased Brand Favorability.
Measures recall of a brand’s online advertising. An example of the type of question that would be utilized to elicit the level of online ad awareness: “Which of the following casual dining restaurants have you seen advertised online in the past 30 days?” Respondents would choose from a list of brands the casual dining restaurants they had seen advertised online in the past 30 days.
Online Ad Awareness is an important measure of online advertising effectiveness. Control exposed methodology is utilized to measure the level of online ad awareness.
A measure of the number of people who, when prompted, express knowledge of a brand or product.
A question to measure aided awareness for casual dining brand Applebees, for example, would be: Have you heard of the following casual dining restaurants? Survey respondents would be asked to choose from a list of brands, including Applebees, that follows the question.
Aided Awareness is an important measure of brand health, and is measured utilizing a control exposed methodology to determine advertising effectiveness.
A measure of the number of people who, without prompting, express knowledge of a brand or product.
An example of a question to measure unaided awareness for casual dining brand Applebees, would be: When thinking of casual dining, what restaurants come to mind?
Unaided Awareness is an important measure of brand health, and is measured utilizing a control exposed methodology to determine advertising effectiveness.
Measure Online Display Ad Effectiveness to Determine Full Effect of Campaign
The problem with the use of click-through rates as the sole measure of online display advertising effectiveness is that CTR ignores a host of other ‘view-thru’ advertising effectiveness measures that impact roi, including recall, purchase intent, awareness, etc.
A recent ComScore post reflects the opinion of many online publishers, advertisers and agencies, by asserting that display ad effectiveness measurement should consider view-thru metrics that provide marketers with “an understanding of what consumers are doing, not just saying, in the days and weeks after seeing display ads, and have an understanding of the volume of search activity that is being driven by ad exposure.”
Certainly CTR can be useful, such as comparing the performance of creative executions. But the value of the CTR metric has been overemphasized by some online ad sellers seeking to grab spend from traditional media by emphasizing the performance and interactivity of online advertising. And let’s face it – for advertisers hungry for proof of roi, CTR is easy to understand, even if it doesn’t tell the whole story. It’s easy to see how online advertising has become a one-click pony. Sorry.
What’s a marketer to do? For advertisers that can afford it, there are plenty of custom research options to help them analyze the effectiveness of their display ad campaigns. Or, if you run display advertising campaigns on the Google Content Network you can utilize their “View-through conversion reporting” to measure how well your compaign increased brand awareness and purchase consideration, in “those instances where your ad is seen, but not immediately clicked on. More specifically, View-through Conversion reporting measures the number of conversions that occurred within 30 days of your display ad appearing for which there was no ad click generated.”
Google also offers advertisers access to Campaign Insights , “a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.” Campaign Insights compares two data sets from thousands of consumers who both did and did not see the ads, while also filtering out the impact of other media influences, such as TV.
Analyzing online display advertising beyond clicks makes sense for advertisers who want to build sustainable revenue and brands.
Consumers realize advertising “pays the bills for much of the content they enjoy -- and, for that matter, that it helps the economy to function." Those are among the findings of a newly released global survey by Nielsen.
Nielsen recently surveyed over 25,000 consumers online across more than 50 markets from Europe, Asia Pacific, the Americas and the Middle East on their attitudes toward trust, value and engagement of advertisement. You can download the report here.
When making purchasing decisions, 37% of American adults find television commercials more helpful than other types of advertising, according to a new Harris Poll.
17% say newspaper ads are most useful, and 14% say the same about internet search ads. Radio (3%) and internet banner ads (1%) were mentioned by the fewest people. 28% say no ads help them choose what products and services to buy. Source: The Harris Poll via The Daily Stat from Harvard Business Publishing
