To evaluate brand campaigns you need a way to reliably measure and compare advertising's impact on consumer attitudes, whatever the media channel, according to On Device Research
Our measurement manifesto
Back in 2001, our CEO wrote a dissertation with the snappy title of “What advertising research methods are used to create the best results for Internet advertising and will this have an effect on the way they are bought?”
The dissertation wasn’t great, but the conclusion became the problem he wanted to solve when he started On Device. The problem:
To evaluate brand campaigns you need a way to reliably measure and compare advertising's impact on consumer attitudes, whatever the media channel.
To maximise advertising effectiveness, you need accurate Brand Lift measurement. This is harder than it sounds. Here we've broken down our approach into seven essential principles. We call it our Measurement Manifesto and we hope it provides food for thought.
Alistair Hill
Co-Founder and CEO
Know faster, grow faster
Most businesses now have brand metrics in their unified measurement framework, but many don’t harness their full power. Two benefits that are often overlooked are granularity and timeliness. Granular campaign data adds extra richness to Marketing Mix Models (MMM). But, in our experience, the real value lies in the timeliness of brand lift measurement.
By meticulously dissecting campaign effectiveness - examining factors such as the purchase funnel stage, demographics, creative and formats - you can accelerate test-and-learn initiatives. In a rapidly evolving market, brand lift metrics are an invaluable tool for forward-thinking organisations to optimise faster and with confidence.
Posted on: Thursday 4 July 2024
