Measure the Branding Impact of Online and Cross-Media Ad Campaigns

AdEffx Brand Survey Lift™ (BSL) measures the overall branding impact of a campaign as well as the specific lift contribution by publisher, data provider and creative. Leveraging comScore’s Smart Control™ and Smart Lift Attribution™ methodologies, this survey-based branding effectiveness measurement solution quantifies the total impact of online and cross-media advertising. The solution measures lifts in key branding metrics, such as awareness, message recall and intent-to-purchase as well as Share of Choice, a behaviorally-based measure of a consumer’s preference for a product or service within a competitive set.

Highlights

• Understand the true drivers of campaign performance. Unlike other solutions that rely on ‘last exposure’ approaches, BSL measures all exposures – including those that occur prior to and following the survey exposure – via the Smart Lift Attribution Model.
• Eliminate bias and report with confidence. The Smart Control methodology helps to overcome biases inherent in traditional test and control methodologies. Ensure representative and reliable results. BSL is the industry’s only branding effectiveness measurement solution that leverages actual campaign-delivery insights to calculate and weight survey responses.
• Eliminate contaminated exposure. Unlike other survey suppliers, comScore ensures the ad being tested is not served to the respondent during the survey experience, eliminating the potential for false awareness and contamination of survey insights.
• Measure across channels to quantify the total impact. In addition to digital campaigns, BSL quantifies the branding impact of ads delivered across a variety of other media channels, such as TV, radio, mobile, print and out-of-home.
• Compare results to norms. BSL offers a diverse set of norms, allowing for a contextual understanding of campaign performance.

Benefits

Advertisers and Agencies:

• Eliminate wasted ad spend and generate stronger outcomes using detailed insight into the specific impact of publishers or publisher types, demographic groups, creative types, creative placements, data providers and client-defined segments.
• Optimize future campaigns by evaluating the absolute and relative lift contribution of each publisher to get a true understanding of which placements are generating the strongest ROI.
• Make media decisions with confidence knowing your research is using quality measures that eliminate contamination and truly represent the people who saw your campaign
• Measure cross-media performance and package results in a synchronized report
• Ensure media partners are accountable for generating attitudinal lifts

Publishers and Ad Networks:

• Leverage comScore’s Smart Control methodology to prove the branding benefits of your offering without the operational challenges of recruiting control impressions
• Get credit for your site’s ability to generate brand effects, beyond last exposure and throughout the full duration of a campaign.
• Quantify the benefits of digital advertising beyond the click to encourage the shift of ad dollars online
• Demonstrate your effectiveness across media channels to support bundled multi-media sales
• Use normative results to show how your offerings stack up against your competitors

To learn more about AdEffx Brand Survey Lift, please contact us today.