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Quickly and Accurately Measure the Effectiveness
of Online Ad Campaigns

SymphonyAM AdFactor: Gauge the brand impact and lift of online campaigns, reveal which ad placements and audience segments deliver the greatest lift, understand relative effects of different creative, improve team productivity

Success for agencies and media sellers requires rapid assessment of online marketing and media campaigns and the ability to quickly shift advertising and creative execution to improve response, determine engagement and eliminate wasteful media spend. The AdFactor solutions provides comprehensive measurement of online advertising campaigns and facilitates in-flight optimization and improved ROI.

AdFactor is ideal for agencies who manage multiple cross-media campaigns to determine in-flight campaign effectiveness. Publishers use AdFactor to better value their inventory and demonstrate audience engagement for their advertising clients.

About the AdFactor Solution

AdFactor is a flexible research solution that measures the branding impact of online advertising for the 99% of consumers who do not click on banner ads. By interacting directly with actual site visitors in a natural browsing environment via real-time surveys, AdFactor enables you to understand the effectiveness of your online campaign by measuring the lift for key brand metrics between a control group and a group of consumers exposed to the ads.

• Accurate:Provides exceptionally accurate advertising performance analysis
• Timely: Insights delivered quickly, enabling rapid campaign optimization.
• Fast: New studies require zero lead time to implement
• Easy: Easy self-service setup with instant survey and automated tag generation
• Dashboard Reporting: Updated daily, the comprehensive brand metrics performance dashboard provides online reporting—even on day one of your campaign flight

Benefits

• Immediate visibility into the actual performance of Web advertising campaigns
• Uncover opportunities to optimize media allocations and creative messaging for higher ROI
• Use brand metrics lift to compare multiple campaigns over time
• Identify which stages of the purchase funnel the campaign is successfully impacting consumer decisions
• Determine whether the campaign is achieving objectives

Performance Reporting

• Campaign Impact Lift and Norm: Performance top line and comparisons
• Campaign Performance: Control/Exposed campaign impact on brand metrics
• Audience Exposure: Percent of audience reached by campaign who are in-market for the product
• Competitive Share: Campaign impact on competitors’ shares of Opinion and Purchase Intent
• Creative Performance: Impact of creative on message association and brand metrics

AdFactor is compatible with virtually every banner and Web browser technology, and can be deployed with precision to ensure the quality and integrity of your results. AdFactor projects can be further configured or extended to meet the specific goals of your ad campaign.