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How to Optimize forBrand Effectiveness
Before & During Your Campaign
Ryan Pamplin VP, Digital Evangelist
What is Brand Effectiveness?
A measurement of how effective your ad is toward achieving your campaign goal.
• Awareness • Favorability • Purchase Intent
While the Web provides a greater level of accountability and measurement than other media, it is also hamstrung by multiple competing technologies, stakeholders and a complex supply chain.”
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- IAB, Best Practices for Conducting Online Ad Effectiveness Research
Greater opportunitiesthrough video convergence
When digital video and TV ad effectiveness are analyzed together, certain trends and opportunities emerge.Combining these studies, and an additional study about hurdles to accurately measuring brand effectiveness, we’ve identified steps you can take before & during a campaign to boost brand effectiveness.
Extreme Reach Ad Effectiveness Studies:
The Academy Awards and the Super Bowl reach the two largest television audiences, 36M+ to 114M+ respectively, This slide demonstrates which TV event delivered the greatest average Brand lift for its paid advertisers. Extreme Reach measured brand effectiveness for all national ads that ran during the Super Bowl and the Oscars. Brand effectiveness
of March Madness advertisers includes all advertisers within the automotive, technology and telecom verticals.
6.9% 20.6%57.3%
The Super Bowl, The Oscars and March Madness
Top Digital Video Ad Issues Impacting Brand Perception
Media Viewing PreferenceMore than 27% of viewers watched all or part of a game online
Across the board, the ads that ran online were the same ads that ran on TV.
ELITE 8 FINAL FOUR FINAL
Abstract
Objective: Provide insights that can help improve digital video advertising by identifying the top issues impacting brand perception.Methodology: The study was conducted across Internet-connected devices via the proprietary Extreme Reach platform and included more than 7,000 participants. Respondents described how the ads proceeding their online video content could be improved (as compared to TV) based on a single selection from seven possible choices.
Brand Perception Issues
Of the seven choices, nearly 1 in 3 chose “frequency” as their top issue.
Frequency(seeing the same ad too often)
Solution: Digital ad campaigns should offer more ad options and sync up with TV campaigns to ensure each side has access to all creative.
Cause: Lack of additional creative, or not knowing what additional creative is available because TV / Digital workflows are disconnected.
Relevance(content doesn’t match viewer’s interests)
Solution: Brands should work with direct publishers that offer more control in reaching specific audience targets, and also measure the audience to allow for course-correcting.
Cause: Often the result of placing commercials through site aggregators, which offer less certainty that ads will reach the intended audience.
Quality(distorted video, poor audio, etc.,)
Solution: Use an ad serving solution that works directly with the master file and implement quality control procedures throughout the workflow.
Cause: Often stems from a broken workflow (e.g., the master is not transcoded properly) or a lack of appropriate quality control procedures.
Summary of Key Findings
The top three digital video issues impacting brand perception are frequency, relevance and quality (in order).
Ad quality and relevance were bigger issues for younger demographics (44 and below) and men, while frequency was a bigger issue for older demographics (>44) and women.
Older demographics (>44) were more likely to watch “mostly TV” while younger demographics (44 and below) were more likely to watch “mostly online.” Nearly one third of all people surveyed said they watch TV and online equally.
