What is it?
Brand Aid Digital Campaign effectiveness research is the latest offering from Guardian News and Media to provide a highly innovative way of measuring online campiagn performance.
By combining behavioural, brand impact and reach and frequency measures, Brand Aid Digital Campaign enables advertisers to judge the success of their campaign using a far richer range of measures than simple click through rates.
Key questions that Brand Aid Digital Campaign research answers:
By combining behavioural, brand impact and reach and frequency measures, Brand Aid Digital Campaign enables advertisers to judge the success of their campaign using a far richer range of measures than simple click through rates.
Key questions that Brand Aid Digital Campaign research answers:
- What is the reach of your online campaign overall and among your target audience?
- What is the average frequency at which your audience were exposed to your campaign?
- How has your online campaign contributed to driving traffic to your website and how has it it influenced engagement with your site?
- How has your online campaign influenced search activity for your brand?
- What has the brand impact of your online campaign been in terms of awareness, brand perception and purchase intent?
How does it work?
Brand Aid Digital Campaign is provided in conjunction with Nielsen Online. By attaching Nielsen Online tags to the creative, we can visualise which members of the Nielsen Netview panel have been exposed to the campaign, and therefore gauge its total reach and frequency of exposure.
Panellist demographic information allows us to conduct deeper analysis on specific target audiences of interest, while analysis of panellist web browsing habits and search activity before and after campaign exposure offers clients an unrivalled view on the behavioural impact of their campaign.
A control vs exposed methodology is used to assess the impact of the campaign from a branding perspective, measuring shifts in brand awareness, brand perceptions and purchase intent (among other brand metrics) between those who have and those have not been exposed to your campaign.
Panellist demographic information allows us to conduct deeper analysis on specific target audiences of interest, while analysis of panellist web browsing habits and search activity before and after campaign exposure offers clients an unrivalled view on the behavioural impact of their campaign.
A control vs exposed methodology is used to assess the impact of the campaign from a branding perspective, measuring shifts in brand awareness, brand perceptions and purchase intent (among other brand metrics) between those who have and those have not been exposed to your campaign.
What does it measure?
- Your online campaign’s total reach of the UK internet population
- Your online campaign’s reach among your target audience
- Frequency of exposure
- Reach, frequency and expsoure cross-over of different creative executions
- Reach and frequency among Acorn and EType segments
- Campaign brand impact (brand awareness, ad awareness, brand favourability, message assocaition, purchase intent and brand perceptions)
- Optimum freuqency of exposure for brand impact
- Campaign impact on unique users, dwell time and pages per visitor on advertiser website
- Campaign impact on number of searches and searchers for bradn key words
Case studies
Use the link below to find out more about how we have used Brand Aid Digital Campaign.
