Case Studies: AdEffect Ad Effectiveness Study

Problem: Measure the branding value of online advertising

The largest consumer electronics superstore in the country wanted to understand consumer perceptions and attitudes toward their brand. In addition, they wanted to measure the branding impact of the campaign in a control/test environment to determine the overall value of Internet advertising against other mediums before committing more marketing dollars to online media buys.

Factor TG's AdEffect delivered over 250,000 survey invitations to randomly sampled consumers during the media campaign, at the location on the Internet where the ad was seen.

The survey was presented to high-income, tech-savvy consumers via an ad targeting system. The blind survey contained questions about brand awareness, message recall, intent to purchase, and perception of quality against the competitors, and was presented to two test groups: consumers who saw the advertisement but did not click (the test group), and consumers who did not see the advertisement (the control group).

The difference between the groups provided insight about the effect that the campaign creative had on consumer attitudes toward the brand. In addition, Factor TG recorded the number of times each user saw the campaign (frequency) and the last time the ad was seen (recency).

The client was amazed by the results. The statistically valid study revealed that the campaign resulted in a quantifiable lift in brand awareness, purchase intent, intent to visit site, and perception of quality between consumers who saw the campaign (but did not click on the ad) versus consumers who didn't.

It also proved that the frequency at which the ad was seen increased the likelihood that a consumer would purchase a product from the brand. In addition, the data showed that certain placements had significantly greater lift than others.

The conclusion? The client was overwhelmingly convinced of the branding value of Internet advertising, and eager to conduct another campaign.