How we help
We help clients develop effective advertising and marketing communications i.e. explore and understand which creative elements are most persuasive.
We also help clients measure the effectiveness of campaigns i.e. how well they reach consumers and involve them with a clear and persuasive message. Specifically, we can:
- Measure whether advertising has cut through the media noise and reached the target audience
- Understand the effectiveness of specific media - in isolation or in combination i.e. multi media campaigns
- Understand whether advertising has driven consumer interest in the brand through involvement with the content
- Understand what messages advertising 'communicated'
- Ultimately, measure brand impact - has the audience developed a desire for the brand which directly leads to action i.e. is the communication moving the consumer closer to the brand, in terms of awareness, image, trial, consideration, purchase and loyalty?
Techniques
We use a variety of techniques to measure advertising effectiveness and impact, including online surveys, online insight communities and advanced analytics.
Case studies
Online advertising effectiveness
| Client | COI/Royal Navy |
| Objective | Measure the effectiveness and impact of the COI's online campaign in communicating a clear recruitment message for the Royal Navy |
| Solution | Online panel survey with the target audience |
Advertising & brand tracking
| Client | Insurance provider |
| Objective | Measure the impact of an ongoing advertising campaign on key brand metrics such as brand awareness, brand image, brand consideration and purchase intent |
| Solution | Discrete waves of online panel surveys with the target audience |
Creative development (press and poster)
| Client | Major retail group with an online and offline presence |
| Objective | Understand the creative appeal, and potential effectiveness, of marketing communications for an online brand in order to make improvements to the creative such that it delivered a clear, consistent and effective message to current and potential customers |
| Solution | Online email survey of customers of the online brand, plus other group brands (to understand scope for cross-selling) |
