Media & Merkevare: Ipsos Connect
OUR SOLUTIONS

Måling av ytelse i markedet for å håndtere dine merkevarer

Merkevarer eksisterer ikke i et vakuum. Forbruker- og konkurranselandskapet er i konstant endring, og dette påvirker igjen hvordan merkevarer og tilhørende markedskommunikasjon presterer. Ledergrupper i dag har tilgang til flere målinger enn noen gang før, men nøkkelen ligger i å integrere all denne kunnskapen for å vite hvordan man skal legge strategien til rette for fremtidig merkevarevekst.

Klient sammenheng

You have more information about your brand at your fingertips than ever before from sales and investments to likes, shares and view through. But there is no substitute for the voice of your consumers. The key is to create a learning system that integrates all of these sources, like survey, social and passive data to provide you with the necessary insight for future success.

Solutions

In-market tracking programs to drive brand and communications strategy

Ipsos Connect’s in-market brand and communications programmes leverage survey, social and passive data to help advertisers build stronger brands, answering questions like:

  • How is my brand performing? What is my competitive position?
  • What do we need to do to grow?
  • How are my communications performing?
  • How can I manage creative and media to have the most impact on my brand?

With the inclusion of Brand Value Creator, which has been run over 20,000 times and has been validated in 30 categories, across 45 countries for 1,250+ brands with the strongest validations possible to Market Share, marketers can take action confident that they will impact business growth. Our rich databases of norms and learnings covering over 100 categories, help gauge effectiveness and guide improvement of campaigns.

A digital solution that measures the brand impact of your online video advertising

Now, more than ever, understanding the performance of video on social is essential. Online video campaigns are often measured with digital metrics such as views and clicks but this data has little relationship with how the campaign delivers brand impact. Our solution ensures advertisers can make the right decisions about which video ad demonstrates the best potential to create the desired brand impact by combining the insight captured on brand impact from survey data with behavioural (ad exposure) and Facebook registration data in a concise dashboard report.

  • It can be used to pre-test Facebook video ads before launch or measurement during a live campaign.
  • Facebook users exposed to a campaign are invited to complete a survey within the platform using our standard questions that relate to meaningful brand outcomes. A control, non-exposed group, is also surveyed so that we can observe and derive brand impact with a test-control experimental design.

Casestudier

Kunder innlemmer ofte et spesifikt dypdykk på kampanjeeffekt for å forstå innvirkningen av alle berøringspunkter opp mot viktige kommunikasjonsmål. Kampanjens dypdykk gir et helhetlig syn på total effekt for å avgjøre hvilke berøringspunkter som er mest effektive, og hvilke berøringspunkter som krever optimalisering – kreativt eller gjennom mediefordeling. Videre modellering kan avdekke sammenhenger mellom berøringspunkter for å forbedre budskapet.

En forhåndstest av tre videoreklamer for en ny lansering av et FMCG-undermerke gjorde det mulig for produsenten å velge den sterkeste reklamen basert på utfallet de ønsket å oppnå for merkevaren. I dette tilfellet indikerte atferdsmessige målinger som f.eks. hvor lenge reklamen ble sett, at retningen var feil for merkevaren. Kombinasjonen av holdningsdata, atferdsdata og registreringsdata ga produsenten en mulighet til å velge riktig annonse før kampanjens lansering.