ASI:Live Case Study
Go beyond counting clicks, shares and likes to really understand your digital campaign's impact on your brand. To maximize your investment in digital - you need to know more. With ASI:Live, you can track key performance metrics (recall, brand attitudes and claimed behaviour) with respondents we know were exposed to your digital advertising to really assess your campaign's impact on your brand. This case study illustrates how one client leveraged this approach.
What Is It?
ASI:Live enables marketers to evaluate the in-market success of their campaigns with respondents we KNOW have seen the ads
What Are the Questions You Are Asking?
- What are the most relevant metrics to use in measuring a digital campaign?
- What are the best performing digital creative formats? Did my ad get noticed?
- How to best reach your audience and make them feel connected?
What Are the Measures to Help You Get to the Answers?
- Digital's impact on shifting brand metrics, changes in attitudes and reported purchase and claimed behavior
- Exposure Opportunity: % of people exposed to each ad
- Prompted Recognition: % of people that remember seeing each ad
- Response or Impact: Ad's influence on consumer perceptions and/or attitudes
How Does It Work?
- In collaboration with key web traffic partners, a huge volume of Canadian web traffic is routed through Ipsos servers
- We tag all of the digital assets
- When consumers navigate sites, they get exposed and become "tagged"
- We interview tagged consumers who are willing to complete thorough and quality surveys at their own convenience. Only your target consumers will qualify. We can also look at core (bulls eye group) given the large sample size
Case study: A client learns why their digital ad campaign failed and how to optimize
What Were the Issues Facing Our Client?
- A Digital Only CPG Brand with a limited online budget
- Wanted to:
- Assess the overall effectiveness of the campaign in shifting brand metrics
- Understand how strongly the media reached the brand's online target
- Quantify how the media placements help move the needle on the brand (top of mind awareness, overall brand salience, imagery, and likelihood to purchase)
Key Tactics Utilized
- Used a mixed creative strategy of Pre-Roll Video and Digital display
- Used a variety of media partners including a mix of long and short form video & ad networks
- Targeted Women 25-54
What Happened?
- Campaign failed to have a positive impact on brand metrics
- Creative was poorly branded and did not standout in the cluttered environment of the web
- Most of the media sites were not successful in reaching the right audience
- Frequency was high, yet the campaign did not resonate
What Was Our Main Recommendation to the Client?
Develop Creative that is clearly branded, direct and ensure each frame can stand on its own!
