The mere execution of a campaign is just halfway through the process. The important questions arise post-campaign launch.
Has it boosted brand awareness? Has it impacted the consumer’s perception of the brand? Has it affected purchasing decision making? Or has it generated views but not business impact at all?
Questions that should cross every marketer’s mind.
MarketGenics carried out an Ad Evaluation Study for one of the biggest technology companies in the world to evaluate the effectiveness of their educational campaign. Though the campaign was generating huge visibility, the purpose of this study was to uncover something much bigger – its effect on consumer behaviour and brand performance.
What is an Ad Evaluation Study?
Ad Evaluation Study or Brand Lift Study or Campaign Effectiveness Study evaluates the effect of a marketing campaign on brand metrics through comparison of people who have viewed the campaign versus those who have not.
Instead of using the usual metrics like impressions, clicks or engagements, this type of study provides insight into the true impact of brand communications.
Measurement of Effectiveness of Campaign
For this particular case study, MarketGenics came up with a sound research design that comprised:
- Pre-Campaign Study (also called baseline study)
- Post-Campaign Study among consumers that had been exposed to the campaign
- Control group of consumers that had not been exposed to the campaign at all
Such research allowed isolating the effect of the campaign from the effect of usual changes taking place on the market. The study involved 300 people living in 5 Indian metro cities.
What We Have Measured
The following brand health measures were estimated during the research:
- Brand Awareness
- Brand Usage
- Future Consideration
- Ad Recall
- Ad Likeability
- Purchase Intent
Insights from the Research
It became clear that campaign exposure made a tangible difference on numerous brand metrics.
Exposed consumers showed increased brand awareness, higher levels of product usage and higher consideration. Moreover, drop-offs at the different stages of customer experience were lower when comparing exposed and not exposed audiences, showing higher conversion rates.
Additionally, the positive reaction to the advertisement itself was very encouraging. 90% of respondents said that the creative was good, and the purchase intent of the exposed consumers stayed very high.
Why do Brands Need an Ad Evaluation Study?
Despite the increasing marketing budgets of the brands, the accountability becomes more necessary than ever.
Ad Evaluation Study allows brands to:
- Evaluate the efficiency of the campaign objectively
- Understand the Return On Investment of the marketing efforts
- See which metrics of the brand have improved because of the campaign
- Compare the performance of the campaign among different groups of audiences
- Improve future communication strategies based on the data collected
In addition to the assumptions, marketers get the actual facts to make decisions about future actions.
MarketGenics' Unique Value Proposition
At MarketGenics, we help brands measure not only the results of the campaign but the impact of it on consumers. With the Ad Evaluation Study, our team measures not only the performance of the campaign but also gets the insights on how the consumers reacted to it. Whether your campaign was focused on new product introduction, raising the brand awareness, or any other objective—measuring consumers' reaction to it should be considered as a must.
Conclusion
A successful campaign is not the one which was seen. It is the one which was remembered, believed, and acted upon. The best brands in the market create campaigns and measure their impact. If you're looking to evaluate your next campaign with confidence, MarketGenics can help you uncover the insights that truly matter.