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GfK - Go beyond the traditional metrics to measure the effectiveness of your digital ad campaign!
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1 © GfK 2016 | Measuring impact of digital ad campaigns, including mobile Measuring impact of digital ad campaigns, including mobile How to measure the effectiveness of your digital ad campaign, including mobile?
Transcript of GfK - Go beyond the traditional metrics to measure the effectiveness of your digital ad campaign!
1© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Measuring impact ofdigital ad campaigns,including mobile
How to measure the effectiveness of your digital ad campaign, including mobile?
2© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Better understand the return/value that digital and mobile advertising adds to your overall media spend/campaign plans.
Clarify and learn more about your incremental reach for mobile.What is the real impact?
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Why is it so important to
measure your return on
investment ofyour digital
ad campaign?
3© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Improve media planning for future campaigns and refine your communication strategy.
Optimize each media execution and ensure the campaign breaks through the noise and fragmented landscape to reach desired audiences.
4© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
What you really want to know is to measure the impact of your campaign on the brand by considering the following: Reach, target, quality and emotional imprint, effectiveness.
Measuring the metrics (CTR,
CPC, Conversion rate…) is good but not enough to see if your digital ad campaign was
successful.
5© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
To do so we need to accurately be able to determine whether respondents have seen the ad or not – across all digital media (passively) and non-digital.
We can measure the impact of your campaign on your brand – even across mobile.
6© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
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Ads seen in browserExposure identifiedthrough tag andcookie approach.
Matched torespondent cookie.
Ads seen in appExposure identifiedthrough ad IDs.
Matched to respondent ad ID.
Ads on TV, radio, in printExposure is identified through OTS (opportunity to see)
Our marketingscience heritage.
How doesit work?
7© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Cross reference to unify exposure for the individual – we leverage large scale respondent pools/panels.
Combine ad exposure with surveyed brand KPIs.
to deliver the insights.
8© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Any questions?Contact Arno [email protected]
@Arnohum
