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No more Using the s-word. Silos. with A Complete Cross-Platform View, One Agency Illuminated Strong Media Impact for A Top Tech Client
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Consumer Goods
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
The Challenge
A major ad agency was facing significant measurement gaps across publishers and platforms despite running brand lift studies with nearly every provider. The agency was preparing for an upcoming campaign for a large consumer technology client that would be running across desktop and mobile social platforms, including YouTube, as well as TV, sponsored content and earned media. The agency needed a new partner to access a complete view of delivery and impact. This single-source measurement must prove its impact across a variety of attitudinal and behavioral metrics, including ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, site visits, search activity, and actual purchase behaviors.
About The Customer
The customer in this case study is a major ad agency that was preparing for an upcoming campaign for a large consumer technology client. The campaign was set to run across multiple platforms including desktop and mobile social platforms, YouTube, TV, sponsored content, and earned media. The agency had previously run brand lift studies with nearly every provider but was still facing significant measurement gaps across publishers and platforms. They needed a new partner that could provide a complete view of delivery and impact across a variety of attitudinal and behavioral metrics. The agency's goal was to prove the impact of the campaign on metrics such as ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, site visits, search activity, and actual purchase behaviors.
The Solution
The agency enlisted DISQO to run an Ad Measurement study to test the effectiveness of the ad campaign. DISQO isolated a sample of its proprietary opt-in panel that was in the online and/or television audience during the campaign period and compared those exposed with matched control groups of unexposed viewers. This single-source approach eliminated the need for merging various data sets and methodologies, which resulted in greater consistency and confidence in the numbers. DISQO asked its control and exposed members for opinions, and compared it to lifts in downstream behaviors such as ad views, searches, site visits and shopping engagements. The agency was looking to see if audiences were seeking out the technology brand, actively considering the client’s products while shopping, and if the client was winning the purchase.
Operational Impact
Quantitative Benefit
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