#iSnapShot: Syndicated Study to Understand the Performance of Digital Campaigns
We all know that MENA is one of the fastest growing online markets in the world, with number of internet users almost doubling every 5 years. The marketers are taking this opportunity and constantly increasing their share of media mix on digital, some reaching close to 30% of their total spends. But the question now is “are we getting enough return on our investment?”
When we buy impressions our focus is to target specific and desirable audience segments for brand activation. However, when it comes to measurement, we are still limited to CPC (Cost Per Click), CPA (Cost Per Action/Acquisition), CTR (Click Through Rate), etc. which are only able to answer partially on the objectives of reach. We tend to completely ignore the impact of the campaign in building brand attention and desire.
Even in highly digitalised markets like UAE & KSA, and among those who are active on social media, only 1 out of every 3 digital campaigns are being recognised (source: Ipsos Database). And on top of it 50% of them do not remember the brand that was advertised. On further investigation, we see very little correlation between the amount spent on the campaign and the visibility it generates. And remember here we are talking about only brand attention; when we consider the influence of a campaign on the brand, the impact is even negligible. Hence we completely understand the questions that clients are asking today:
- Is my digital campaign drawing enough attention?
- How strong is my campaign? Is it able to create interest for my brand? Is it able to drive consideration for my brand?
The solutions which are currently available in the market are either able to answer these questions partially or are not cost and time efficient for subscription. Hence, we proactively decided to launch, #iSnapShot, a continuous monthly syndicated study in both UAE & KSA starting May 2017.
#iSnapShot will help advertisers to understand the performance of their digital campaign and benchmark against Top 20 digital ad spenders in the market. We have already conducted pilot in April 2017 and the results are published for use.
So how does it work?
Every month we extract the list of Top 20 digital campaigns in terms of spends across all categories (Source: STATEX Online Monitoring). These creatives are then de-branded for evaluation in a consumer survey. The survey is conducted online in UAE and KSA among consumers in the age group of 18 to 55 years, who are digitally active. The sample size is n=300 each in UAE and in KSA.
At the end of the survey reports are generated for each campaign on Brand Attention, Impact Potential and Creative Quality which is benchmarked against country norms.
This is also supplemented by SNAPINDEX, a single index score, for each campaigns tested and benchmarked against Top 20 digital ads in each country.
This is currently available in UAE & KSA considering high digital ad spends in these two countries, but will be soon extended to other MENA markets as well. To enhance our service in future we aim to provide these reports as interactive online dashboards for easy access to our clients.
